Vision and Purpose

Our Vision

A world where all animals are respected and treated with kindness and compassion

Our Purpose

To inspire everyone to create a better world for every animal

This purpose replaces our mission, reflecting that we can’t achieve our ambitions for animals alone. It reflects our strategic shift to a community-based organisation, so we can collectively reach more animals, working in partnership with people, communities and partners. It offers clarity and simplicity about what we do which aligns with our strategy.

Our beliefs

Animals are amazing, they enrich our lives and we believe they deserve to have happy and fulfilled lives of their own. Our five core beliefs, based on evidence and experience, underpin why animal welfare matters for all of us.

All animals' deserve a good life

Animals’ lives are important in themselves

Animals have emotions, feelings and needs

Animals enrich and improve our lives

All of us can and should help to make animals’ lives better

Our Values

Our values guide everything we do - from how we approach animal welfare and we campaign for change to how we treat each other and those we work with to improve animals’ lives.

Compassionate

We care deeply about the lives of animals and have empathy for people. We act with kindness and consideration at all times.

Inspirational

We are life changing, we inspire by taking the lead, we speak up when others don’t. We take brave decisions, we change animals’ lives for the better.

Committed

We never give up, we have energy and determination, we rescue animals from cruelty and neglect, giving them new opportunities and supporting others in doing so and advocate for all animals at risk of harm.

Expert

We have expert knowledge which we willingly share, we act on the basis of evidence, we underpin our decisions and actions with science, data and experience.