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Creating a new compassionate future

News Section Icon Published 4/3/2023

Cow at sunset in field

Today, we are unveiling our bold new three year strategy – Creating a Compassionate Future. We’re urging all those with an interest – whether policy makers, NGOs, businesses, or members of the public who care about the future of animals and the planet, to join us.

A global movement to build a compassionate future

‘Creating a Compassionate Future’ is our most urgent strategy yet. The plan reflects the growing need for action in the face of escalating climate, hunger and wildlife crises. It’s clear that factory farming is not only the biggest cause of cruelty on the planet, it’s driving all three crises and, without action within this next decisive decade, it will be too late.

Animal welfare is still at the heart of all we do – focusing on securing better lives for animals farmed now, and influencing those who make or fund policy to embrace a future centred on high welfare, climate- and nature-positive farming.

New platform END IT to mobilise action

We have launched a new online platform (END.IT) to harness support from individuals, organisations, and forward-thinking businesses calling on world leaders to urgently transform our food system.

We want everyone to play a part. We aim to build a powerful voice across a broad range of sectors – including health, social justice, environment, food business, conservation, and animal welfare – that world leaders cannot ignore.

Three key goals

Our new strategy is broken down into three overarching goals which build on the significant successes we have achieved in recent years, including an historic commitment from the European Union to ban cages for farmed animals by 2027.

These goals are:

  • to achieve a global shift from factory farming to regenerative farming that works with nature and animals;
  • to reduce human reliance on animal products, including by eating less meat, fish, and dairy; and
  • to raise global awareness that good animal welfare is essential for sustainable climate and nature-friendly food.

To achieve these goals, we will be targeting the four main actors that hold the key to achieving the goals – governments, corporates, the United Nations and the finance sector.

This activity will work in parallel to our powerful global campaigns and engagement with influential global and national bodies and by urging food businesses to deliver higher animal welfare and planet-friendly practices in food production. We’ll also be targeting financial institutions, encouraging them to shift investments away from factory farming towards nature-friendly and animal-positive farming, as well as the production of alternative proteins like grains, pulses, and cultivated meat.

Our Global CEO, Philip Lymbery comments: “In the face of the growing climate, health and wildlife emergencies made worse by factory farming, it’s no longer a case of can we afford to embrace animal welfare but that we can no longer afford not to.

“We are urging all sectors – from NGOs and public bodies to businesses and individuals – to help us sound the alarm bells, gather support from every faction of society, and make the big changes needed before it’s too late. We must unite to turn this impending catastrophe into a future where farming is high welfare, climate and nature positive and works for animals, people and our planet.”

Read our strategic vision and tell World Leaders to transform the global food system and end factory farming.


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If you have any further questions regarding this, or any other matter, please get in touch with us at We aim to respond to all queries within two working days. However, due to the high volume of correspondence that we receive, it may occasionally take a little longer. Please do bear with us if this is the case. Alternatively, if your query is urgent, you can contact our Supporter Engagement Team on +44 (0)1483 521 953 (lines open Monday to Friday 9am to 5pm).