Bridging the Gap: Reconnecting the Swine Industry with Society Through Storytelling
The pig industry operates today under intense societal pressure. From environmental concerns and animal welfare controversies to misinformation spread through social and digital platforms, the reputation of the sector is facing unprecedented challenges.
Despite remarkable advances in technology, biosecurity, and sustainability, much of this internal progress remains largely invisible to the broader public. One of the reasons is that communication has not been prioritised to the same extent — not due to neglect, but because the sector has been primarily focused on delivering technical and scientific improvements.
This keynote addresses the growing need to reposition communication as a strategic function within the pig sector. It examines the risks of leaving the narrative space unoccupied, the missed opportunities for public engagement, and the long-term impact of unmanaged reputational crises. Storytelling is presented as a powerful tool to bridge the gap between the sector’s internal progress and public perception — helping not only to humanise its efforts, but also to make them understandable and relatable.
Showing what we do and explaining it clearly is now essential. Technical achievements need to be translated into accessible messages that inform without distorting. Science-based storytelling and consistent communication are critical for building public trust and legitimacy.
Rather than treating communication as an afterthought, the pig industry is now in a position to integrate it as a core element of its long-term resilience and social licence to operate.