Kindness Index Report 2024

The Animal Kindness Index is an annual UK-wide investigation into people’s attitudes towards animals. In 2024, we also carried out a children and young people’s survey to understand the next generation’s attitudes towards animals.

Pet owners

Our survey shows that we love and care for our pets but unfortunately the cost-of-living crisis means we can’t always be as kind as we would like to be.

Seven in 10 children own a pet (71%), as do half the adult population (52%). Most children with pets (79%) said it was easy to get their parents to agree to getting the pet they wanted!

We love and care for our pets

As a society, we look after our pets and they bring us great joy and happiness.

Virtually all (95%) pet owners report that they feed their pet the right amount of food for their size and type. Over nine in 10 also say their pet is registered with a vet (92%) and they give them time for daily exercise and stimulation (90%). Over eight in 10 say their pet is given regular flea treatment and is microchipped (both 86%), groomed and wormed (both 84%), and neutered or spayed (82%). When it comes to pet insurance, however, only 55% of pet owners report having cover.

Children love pets and pets love children

Most children (85%) with pets say they help to care for their pets. The vast majority play with their pets (80%), about three-quarters help to feed them (72%) and just under half go on walks with them (46%). A significant proportion of children also say they go with their pets to the vet (29%) and clean out their cage or sleeping area (25%). (Figure 1)

The survey highlights that strong bonds between children and their pets lead to emotional benefits, from making children feel safe and happy, to children showing their pets unconditional love and friendship. Children also reported that their pets help them take responsibility, showing kindness and care.

Figure 1: Children’s activities with their pets

Figure 1 is a graph showing the percentage of children who do certain activities with their pets. This is displayed from most frequently to least frequently. The activities are: I play with them, 80 percent; I stroke them, 74 percent; I help to feed them or give them water, 72 percent; I go for walks with them, 46 percent; our family buys them presents, 35 percent; our family celebrates their birthday, 33 percent; I go with them to the vets, 29 percent; I clean out their cage or sleeping area, 25 percent; other, 3 percent; don’t know, 0 percent; none of these, 2 percent.

But … the high cost of living remains a barrier to caring for pets especially for Millennials and Gen Z

The high cost of living remains a significant barrier for many pet-owning households to care for their pets in the way that they want to.

An overwhelming majority of pet owners (78%) say it’s become more expensive to look after their pet in the last year.

Almost half (49%) of pet owners are worried about being able to afford their bills and one in five (21%) are worried about feeding their pets (Figure 2). Compared to last year, there’s been an increase in the proportion of people who’ve stopped insuring their pets (from 6% in 2023 to 9% in 2024), leaving them at risk of receiving unexpected bills.

Figure 2: Pet affordability worries

Figure 2 is a graph showing the percentage of pet owners affected by different pet affordability worries during the cost of living crisis. This is displayed from highest to lowest. The worries are: vet bills, 49 percent; pet insurance, 29 percent; additional requirements, 25 percent; key pet welfare, 22 percent; pet food, 21 percent; heating or light for a pet, 15 percent.

These worries are higher for pet owners in London compared to other areas of the UK, reflecting the high cost of living in London.

Millennials and Gen Z are more worried about providing for their pets than those aged over 55. The younger generation is less likely to be able to afford to feed their pets (28% vs 14%) as well as provide for the welfare needs of their pets (22% vs 15%). (Figure 3)

When looking at trends over the last couple of years, slightly fewer people are worried about finances compared to last year, for example, 21% are worried about being able to afford to feed their pet this year, whereas last year it was 23%. Perhaps this is an indication that inflation has peaked, or people may have got used to budgeting.

Figure 3: Affordability concerns by age

Figure 3 is a graph displaying affordability concerns for providing for their pets by two age groups, 18 to 34 year olds and over 55 year olds. The 18 to 34 year old group tends to have a higher level of worry for providing for their pets than the over 55 year old group. For feeding my pet, 28 percent of 18 to 34 year olds are worried versus 14 percent of over 55 year olds. The average is 21 percent. For key welfare pet needs, 27 percent of 18 to 34 year olds are worried versus 15 percent of over 55 year olds. The average is 22 percent.

Income determines the level of pet healthcare

Money worries mean over one-third of pet owners (36%) have taken actions to help to ease the cost of pet ownership due to financial worries and pressures. The most common action was a switch in pet food or buying less of it (12%), stopping the purchase of luxury items for their pets, such as grooming and pet sitters (11%) and cutting back on their own food and necessities to be able to feed or care for their pets (10%). In other instances, pet owners reported that they’d stopped going to the vet (4%) and considered rehoming their pet (3%) due to financial pressures. Of the 36% of pet owners who’ve had to take financially motivated actions towards caring for their pets, one-fifth (20%) believe their pets have suffered.

36 percent pet owners have changed their behaviour because of financial pressures in the last year. Of these, 20 percent believe their animals have suffered as a result.

Unsurprisingly, households on higher incomes are significantly more likely to be able to invest in the health and wellbeing of their pet compared to those on lower incomes. This often applies to preventative healthcare for their pets, for example, 83% of households with incomes over £60,000 per year give their pets worming treatment compared to 77% of households with incomes up to £20,000 per year. When it comes to pet insurance, one in seven (67%) households on incomes of £60,000 or above insure their pets compared to just over four in 10 (41%) of those on less than £20,000 a year. This disparity is reflected in other aspects of pet wellbeing, including vaccination rates (74% for those with incomes over £60,000 and 53% for those with incomes less than £20,000 per year) and annual vet check-ups (72% for those with incomes over £60,000 and 60% for those with incomes less than £20,000 per year).

Tension between what we say and what we do: DIY pet care

Persistent financial pressures mean people are trying to find cheaper DIY pet care solutions.

There's been a significant rise in people asking ‘vet google’ whether they can give their dogs paracetamol. The first four months of 2024 have seen a 23% increase in searches for ‘can I give my dog paracetamol?’ compared to the same period in 2023.

44900 searches for Can I give my dog paracetamol? between April 2023 and March 2024. Up from 42500 between April 2022 and March 2023

Financial pressures also impact where and how people access information.

Vets continue to be the most common source of advice and support for pet owners, but there’s been a decline in this over the last few years. Fewer people say they’re seeking advice from professional or authoritative sources, such as vets and charities. In 2022, over one-third (64%) of people said they sought advice from a vet. In 2023, this had declined to one in six people (60%) and in 2024 it’s 57%. There’s also been a significant drop in the proportion of people seeking advice from pet or animal charities, from just under one-quarter in 2022 and 2023 (24%) to only two in 10 in 2024.

More people are turning to social media for information on pet care (up to 13% in 2024 from 10% in 2023); and an increased number don’t believe they need advice or support (up to 15% from 11% in 2022).

Eighteen to 34 year olds are more likely to seek support from social media, family and friends or animal charities, but are less likely than older people to get advice from a vet. (Figure 4)

This may be because younger pet owners are less experienced, or it could be because they can’t afford to go to the vet.

Figure 4: Sources of advice by age

Does my dog look cute in this?

While we love and care for our pets, we may not realise how some of our actions impact them. For example, 15% of adults think it’s acceptable to dress animals in clothes for fashion or fun rather than warmth. This is a slight increase on 13% in 2023.

Children were much more opposed to the idea of dressing animals up. When asked whether it’s OK to dress animals in clothes for fashion or fun, or to share pictures on social media, only 9% said it was always OK with almost four in 10 saying it was never OK (39%). (Figure 5)

Figure 5: Is it okay to dress animals up? (children)

Figure 5 is a pie chart showing the percentage of children who think it is okay to dress up animals in clothes for fashion, or fun, or to share pictures on social media. 9 percent think it is always okay, 46 percent think it is sometimes okay, 39 percent say it is never okay and 7 percent don’t know. Children are considered to be under ages 15 and under.

Despite this reluctance to dress up pets, there are massive increases in Google searches for cat costumes and dog costumes over seasonal periods, particularly in the run up to Halloween and Christmas. Results for both cat and dog costumes reach noteworthy peaks in October:

18,000 searches in October compared to a monthly average of around 3,000 – a six-fold increase

12,000 searches in October compared to a monthly average of around 3,000 – a four-fold increase

While this is a decrease of 18% in searches for cat and dog costumes from October 2022, the figure is still significant. If you scroll Instagram or TikTok around Halloween or Christmas, it can seem as though everyone with a pet is dressing them up: #cutepuppy

18,000 searches for dog costumes in October, This is 6 times more than the monthly average. 12,000 searches for cat costumes in October. This was 4 times more than the monthly average.

We can’t help searching for French bulldogs

Our survey shows there’s strong opposition to harmful dog breeding practices. These findings are encouraging considering that many dogs aren’t able to live normal lives due to irresponsible selective breeding, including flat-faced dogs who cannot breathe properly.

More than eight in 10 people (83%) think it’s unacceptable to breed animals with genetic health problems. And when asked to choose from a range of topics, almost half (46%) chose ‘ending harmful dog breeding practices’, making it the most commonly selected issue.

83 percent consider it unacceptable to breed animals with genetic health problems but there are 25,000 Google searches for bulldog puppies for sale each month.

These views echo the support that the RSPCA is receiving for its Born to Suffer campaign, where more than 16,000 people so far have taken the pledge to say ‘no’ to extreme breeding by not celebrating any of the suffering that’s been normalised for pugs and French and English bulldogs.

However, despite people's opposition to harmful dog breeding, Google searches for breeds with genetic health problems are increasing. From April 2023 to March 2024 there were over 1.3 million searches for puppies for sale, with about one-third of these (225,300) for Bulldog, Dachshund, and French Bulldog, an increase of 4% on the previous year. These breeds have genetic health problems and can suffer from issues such as difficulty breathing and poor back and hip mobility.

Pet owner regret

Financial concerns are fuelling an increase in the proportion of pet owners who regret having a pet. In 2023, one in eight pet owners (13%) regretted owning a pet, while this year it’s closer to one in seven (15%). A reported rise in behavioural issues associated with puppies bought during the pandemic could be further contributing to pet owners’ regret.

The high cost of living in London is notable here, with Londoners more likely to rehome their pet (4% compared to a 2% average) or put their pet to sleep (3% compared to 1% national average).

15 percent regret owning a pet in 2024 this is an increase from 13% from 2023

Kindness Index Reality Check: Pet owner

The results

Looking at pet owners, we set the reality check goal as ‘regard for and recognition of pet welfare’. Our findings from the Kindness Index survey resulted in a score of 4.3/5 for this goal, while our analysis of real life data scored 3.8/5.

The pet owner reality check is a visualisation showing the difference between the UK’s attitudes versus actual behaviour, around how much they care for pet welfare. This is rated on a dial ranging from 0 to 5. According to the Kindness Index survey, when it comes to ‘regard for and recognition of pet welfare’ they rate themselves at a score of 4.3 but in reality, real life data suggests their actions put them at a score of 3.8.

The process

For pet owners, our attitudes analysis looked at:

The recognition of emotional experiences in companion animals (93% recognised this)
Basic care maintenance (average of 75% of pet owners maintain basic care for their pets)
Concern over breeding pets with genetic health problems (83% believe this is wrong)
Dressing pets up for fun (57% believe this is unacceptable).

As a reality check, we looked at:

Basic care maintenance from the 2023 PDSA PAW report (Footnote 1)
Kennel Club 2023 breed registration statistics (Footnote 2) for breeds with genetic health problems (brachycephalics and dachshunds)
Google searches for Bulldog, Dachshund, French Bulldog puppies for sale
The available government guidance regarding responsible pet ownership and breeding.

It’s reassuring to see that the gap between attitudes and reality for pet owners is not too steep, however we can note opportunities for improvement when caring for our pets.

What we found

Our analysis of the above data sets outlined some encouraging statistics: 83% agreed that breeding animals with health problems is wrong, while the total breed registration statistics for brachycephalic (flat-faced) dog breeds and dachshunds in the UK totals less than 1% (0.6%) of the total UK dog population. (Footnote 3) Additionally, approximately 4% of cats (British shorthair, Persian and Scottish folds) (Footnote 4) in the UK are brachycephalic.

We’re aware that these breed registration statistics don’t represent breed numbers across the UK. Pets with genetic health problems are a very low percentage of the UK’s overall dog and cat populations. However, Google search data has highlighted that there’s still a desire for these breeds. There has been a 4% increase from 2022 to 2023 in searches for bulldog, dachshund and French bulldog puppies for sale. Labradors and Cocker Spaniels are often thought to be the most popular dog breed in the UK, but Google searches are now indicating differently. Between April 2023 and March 2024 there were 102,600 searches for ‘Labrador puppies for sale’ and 128,300 for ‘Cocker Spaniel puppies for sale’. Google searches for Dachshund (156,100) puppies (132,400) for sale in this period exceeded both.

The Kindness Index has highlighted that an average of 75% of pet owners in the UK maintain basic care for their pets. In this case, reality checks out. For example, the Kindness Index highlighted that 62% of pet owners keep their pet’s vaccinations up to date. This is mirrored in the PDSA PAW Report, with approximately 65% of pets in the UK receiving regular booster vaccinations. Similarly, the Kindness Index highlighted that 76% of pets in the UK are either neutered or spayed. This again is supported by the PDSA PAW Report, which highlights an approximate average of 71% of pets in the UK are spayed/neutered.

Return to top

Citizens

We continue to be a nation of animal lovers: 85% of children describe themselves as animal lovers, as do almost seven out of 10 adults. However, those aged 16 to 24 don’t appear to have the same passion for animals as other age groups

Sometimes this love doesn't translate into positive outcomes for animal welfare. This may be because we don’t know enough about how to be kind to animals.

A mother and son spending time with their cat outside.

Animal lovers

There is a lot of love for animals.

More than eight in 10 children (85%) aged 7–15 describe themselves as animal lovers, and almost seven in 10 (69%) adults consider themselves the same. Within those figures, there are differences by gender and age.

The youngest and oldest generations are most likely to describe themselves as animal lovers. (Figure 6)

Figure 6: Are you an animal lover (by age)

Figure 6 is a graph showing the percentage of different age groups who would call themselves an animal lover. The youngest age group of 7 to 15 year olds rank the highest at 85%. The percentage in each age group who describe themselves as an animal lover are: 16 to 17 year olds, 58 percent; 18 to 34 year olds, 63 percent; 35 to 54 year olds, 70 percent; 55 years and over, 72 percent. Overall, an average of 69 percent of people would describe themselves as an animal lover.

These age differences are reflected in similar questions. One-third of those aged 55 and over consider animal welfare to be an important cause to them, compared to 22% of 18–34 year olds and 19% of 16–17 year olds.

There could be a number of factors driving these differences between age groups, including the financial pressures felt by younger people. Or it may be that animal welfare has slipped down their list of priorities.

Girls and women are more likely to be animal lovers than boys and men.

Women are more likely than men to identify themselves as animal lovers (73% vs 64%). This is also reflected in responses to other questions where more women than men tend to prioritise animal welfare (35% vs 24%).

A substantial majority of the UK public were against human use of animals for our own needs. Just under one-half agreed that ‘humans should never use animals in ways that cause them harm for any reason’ (47%). This is a significant shift compared to previous years – in 2023 it was 43% and in 2022 it was 46%.

Our love for animals doesn’t always mean we understand them

An overwhelming majority of children and adults have taken action to help animals in the last year. For example:

79% of adults have taken action to help animals in the last year
60% of children have put food out for birds and 45% of children have picked up litter so animals don't get trapped or hurt

At the same time, animal welfare has slipped down the agenda. It’s no longer in the public’s top three most important causes. Mental health has been and remains the most important issue, with the 2024 survey showing that four out of 10 people prioritise it. Conservation and the environment along with physical health are the next most important (both 32%), while animal welfare and UK poverty are both at 30%.

30% consider animal welfare to be one of the top three most important social and environmental issues. This has decreased from 32% in 2023

30 percent consider animal welfare to be one of the top three most important social and environmental issues. Decreased from 32 percent in 2023

Almost three-quarters (72%) of people think chickens have physical and emotional experiences and can feel pain. Despite this, only 38% of people thought that 'A food strategy that moves away from intensive agricultural methods' was an important issue to address. And there’s been a significant increase (12% in 2024; 10% in 2023) in the proportion of people who think chickens are not sentient (being ‘sentient’ would mean that chickens can feel emotions or pain - Figure 7). This is clearly a contradiction.

Figure 7: Animal sentience pyramid

Figure 7 is a pyramid displaying how sentient people think different animals are. Dogs are considered to be the most sentient while sea creatures, such as jellyfish and sea anemones, are considered to be the least sentient. The percentages of sentience from the Kindness survey are: 93 percent of people consider dogs to be sentient, with 2 percent of people believing they are not. 72 percent consider chickens to be sentient, with 12 percent believing they are not. 68 percent consider rats to be sentient, with 12 percent believing they are not. 50 percent of people consider snakes to be sentient, with 24 percent believing they are not. 46 percent believe lobsters to be sentient with 26 percent believing they are not. 44 percent believe carp to be sentient versus 28% who believe they are not. 47 percent consider bees to be sentient, with 28 percent believing they are not. 23 percent believe jellyfish are sentient, with 44 percent believing they are not. Sea anemones are considered to be the least sentient, with only 17 percent considering them to be sentient and 49 percent believing they are not.

Our understanding (or lack of) of ‘sentience’ may play into these contradictions. The majority of children think nearly all animals can feel pain and emotions and many also think that dogs and cats – the most common pets – can communicate with humans. However, this is not the case for all animals. For example, 55% believe that fish can feel pain and emotions, but only 13% believe they can communicate with animals. (Figure 8)

Figure 8: Feelings and communication of animals

Figure 8 is a graph showing the percentage of people who believe certain animals can feel pain and emotions, and the percentage who believe they can communicate with humans. Overall more people believe animals can experience pain and emotions versus communicate with humans. Snakes showed the highest difference at 57 percent believing they experience pain and emotions and just 13 percent believing they can communicate with humans. The percentage of people who believe animals can feel pain and emotions: dogs, 86 percent; cats, 82 percent; cows, 75 percent; pigs, 71 percent; snakes 57 percent; fish, 55 percent; rats, 63 percent; indoor birds, 66 percent; outdoor birds, 65 percent. The percentage of people who believe certain animals can communicate with humans: dogs, 66 percent; cats, 79 percent; cows, 31 percent; pigs, 30 percent; snakes, 13 percent; fish, 13 percent; rats, 22 percent; indoor birds 41 percent; and outdoor birds 25 percent.

Despite these differences, there is a great opportunity for families to explore their relationship with animals together. Whether checking labelling to find out where their food comes from, taking litter home with us or teaching kids how to be respectful around pets, there are lots of ways to show children how they can be kinder to animals. We believe that all animals have emotions and deserve to have a fulfilling life of their own. Animal sentience is relevant to everyone and our everyday actions and decisions impact on animals, both directly or indirectly. The next generation are key to creating a better world for them.