Business and industry:
Leaders who lead in sustainability and positive animal welfare
"Building trust through transparency today secures our place in the market tomorrow."
Unilever's Alan Jope’s commitment to sustainable growth led Unilever to pledge a 50% reduction in its plastic use by 2025, setting a new standard for corporate responsibility.
By embracing transparency and adapting to consumer expectations, Jope positioned Unilever as a leader in social responsibility and market resilience — an example of how industry leaders can drive meaningful, profitable change.
Meeting Today’s Standards and Tomorrow’s Expectations
In today’s competitive market, consumers expect businesses to credibly demonstrate sustainability and ethical practices.
Major players like Nestlé, Mars, Incorporated, Kraft, Waitrose, Tesco, and Fonterra have responded by integrating positive animal welfare standards across their operations, aligning with the evolving values of consumers, trade partners, and regulatory bodies.
​
The Sentient Animal Law Foundation provides companies with a structured approach to incorporating positive animal welfare law within their policies, aligning practices with modern science of the Five Domains, and responding to the expectations of an increasingly conscientious market.
In a landscape where accountability and transparency are paramount, positioning your brand as a leader in animal welfare is a compelling opportunity.
Industry Leaders Already Setting the Standard
-
Nestlé has committed to “improving farm animal welfare across our supply chains,” actively transforming production practices to positively impact people, nature, and climate.​
​
-
Mars, Incorporated is advancing higher welfare standards, collaborating with suppliers who prioritise sustainable farming practices that protect animal welfare, the environment, and human rights.​
​
-
Kraft has placed animal well-being at the forefront, focusing on both minimising negative experiences and enhancing positive states for animals.​
​
-
Fonterra, one of the world’s largest dairy companies, benchmarks its practices against the science of the Five Domains, recognising that animals experience both positive and negative states. Fonterra is on track to implement Animal Wellbeing Plans on every New Zealand farm by 2025, ensuring a higher standard of care.
​These companies demonstrate that positive animal welfare has evolved from being simply an ethical consideration to a tangible and profitable market expectation.​
​
By aligning with SAL’s positive animal welfare law framework, businesses can sustain these standards, building consumer trust through practices that go beyond meeting baseline regulatory requirements.
Riding the Consumer Wave and Building Trust
Consumer awareness around ethical and sustainable practices has reached new heights. Recent research shows that 83% of Millennials prefer to buy from brands that align with their values, an expectation that extends to transparency and sustainability.
For companies, integrating positive animal welfare practices is more than just meeting market demands; it strengthens brand loyalty with consumers who prioritize products that reflect their social and environmental values.
​
By adopting positive animal welfare standards throughout supply chains, leading brands distinguish themselves as trustworthy and proactive. Industry leaders recognize that embedding these standards isn’t only an ethical commitment but also a responsive approach to evolving public expectations.
For many, animal welfare has become a cornerstone of brand reputation, attracting a loyal customer base and creating stronger relationships grounded in trust.
Enhancing Social Licence and Navigating Regulatory Standards
Beyond consumer expectations, positive animal welfare standards offer companies the advantage of enhanced social license and smoother regulatory compliance.
In an era where corporate responsibility is under increasing scrutiny, meeting or exceeding regulatory benchmarks provides both a reputational edge and operational resilience.
​
As governments incorporate animal welfare within sustainable trade frameworks, businesses aligned with SAL’s approach to positive welfare law will be well-positioned to navigate these evolving standards.
​
Globally, a reputation for high animal welfare standards speaks to a company’s ethical credibility and adaptability. SAL’s framework equips businesses to meet regulations with proactive leadership, reinforcing their standing in sustainable trade and resilient operational practices.
Your Competitive Edge in Positive Animal Welfare
The Sentient Animal Law Foundation offers a framework for companies ready to adopt positive animal welfare law as a cornerstone of their core values. Based on the science of the Five Domains, SAL’s framework helps businesses implement practices that go beyond baseline anti-cruelty requirements, allowing them to meet consumer values and fortify their social licence.
​
Incorporating positive animal welfare into company policies not only enhances brand reputation but also demonstrates climate consciousness, ethical responsibility, and adaptability. Companies that make animal welfare a visible aspect of their brand reinforce their leadership both in market perception and operational integrity.
Your Next Step: Understand and Implement Positive Welfare in Sustainable Strategies
For those in animal industries, positive animal welfare signals future-focused leadership, aligning with key science-based programs and shifting consumer expectations. It’s a way to solidify credibility in both global standards and conscientious consumer demands.
​
SAL invites you to explore our straightforward Three-Word Law Reform to learn how positive animal welfare law can support your business in embedding practices that foster long-term consumer trust and strengthen your competitive edge.
