Dog breeding has long been both an art and a science, balancing the desire to produce aesthetically pleasing animals with the need to ensure their health and well-being. In recent years, breeds with extreme exaggerated conformations, such as brachycephalic breeds like Bulldogs and Pugs, and short-legged breeds such as Dachshunds, have come under scrutiny for the health problems associated with their physical traits. Applying the science of human behaviour change (HBC) can be instrumental in addressing the issues surrounding these breeds, by influencing both breeders and buyers to prioritise health over appearance. I’ve written about HBC before and how it is a neglected aspect of the work being done to improve dog health and welfare. This article explores how HBC principles can be used to reduce the supply and demand for these breeds, ultimately leading to healthier, happier dogs.
Understanding Human Behaviour Change
Human behaviour change involves the study of why people do what they do and how to influence those behaviours effectively. This field incorporates insights from psychology, sociology, and behavioural economics, focusing on three key components:
- Motivation: The drive behind a behaviour, influenced by rewards and punishments.
- Ability: The capacity to perform a behaviour, dependent on skills and resources.
- Triggers: Environmental cues that prompt a behaviour.
The Fogg Behaviour Model is a popular framework within HBC, positing that behaviour happens when motivation, ability, and a trigger converge. When a behaviour does not occur, at least one of those three elements is missing. Understanding these components can help in designing interventions to alter behaviour in dog breeding and purchasing.
Addressing the Supply Side: Breeders
- Motivating Ethical Breeding Practices. Breeders often have a deep passion for their work and the breeds they produce. To influence behaviour change, it’s crucial to tap into this passion and align it with ethical breeding practices. Educational Campaigns raise awareness about the health issues associated with extreme conformations and highlight the benefits of breeding for health over appearance. Recognition and rewards such as certifications for breeders who prioritise health and adhere to ethical breeding standards improves public recognition and can motivate others to follow suit.
- Enhancing Breeders’ Abilities. Breeders need the knowledge and resources to make changes. Providing the right tools and training can make it easier for them to adopt healthier breeding practices. Workshops and online courses on genetics, breeding for health, and ethical practices such as those run by the KC’s Health Team help to answer many questions from breeders. Providing access to veterinary experts, genetic testing facilities, and breeding databases all help to guide decision-making.
- Implementing Effective Triggers. Triggers can prompt breeders to make better choices in their breeding programmes. These include Regulatory Policies such as regulations that require health testing and discourage breeding for extreme traits. Similarly, peer Influence can be a powerful trigger: Encouraging respected breeders to act as role models and influencers within the community, promotes ethical practices.
Addressing the Demand Side: Puppy Buyers
- Shifting Buyer Motivations. Buyers are often motivated by the appearance and perceived status of certain breeds. Changing these motivations requires reshaping perceptions and values. Public Awareness Campaigns help to educate the public about the health issues faced by breeds with extreme conformation. Compelling stories from owners and visuals can highlight the benefits of choosing healthier breeds. We are all too aware of the power of celebrity endorsements. Leveraging the influence of celebrities and social media influencers is another tool to promote healthier breeds and responsible breeding practices.
- Making It Easy for Buyers to Choose Healthier Breeds. Buyers need to have the ability to make informed decisions. Providing accessible information and guidance is key. Breed Clubs should create and promote resources that provide clear, accurate information about the health implications of their breed. Networks of reputable breeders, vets, and Breed Clubs can guide buyers towards healthier choices.
- Creating Triggers for Informed Choices. Triggers can help buyers make better decisions at key points in the purchasing process. The Pet Advertising Advisory Group provides good practice guidelines for organisations that advertise pets for sale. These websites highlight the importance of health and provide tools for finding responsible breeders. The KC’s Find A Puppy service is one such resource.
Reducing Supply and Demand: Practical Applications
Positive reinforcement can be a powerful tool in behaviour change for both breeders and buyers.
- Rewards for Ethical Breeding. The KC has been providing subsidies for breeders who health test their breeding stock. Publishing these results provides public recognition for breeders who meet expected health standards.
- Encouraging Responsible Buying. The pet-care industry could offer discounts for buyers who complete educational programmes on responsible pet ownership and breed health. They could also develop loyalty programmes that reward puppy buyers for choosing healthier breeds and engaging in responsible pet care practices.
The Role of Communication and Marketing
Effective communication and marketing strategies can amplify the impact of HBC interventions.
- Storytelling and Visual Media. Storytelling with compelling narratives highlight the experiences of dogs and owners affected by extreme conformations. Sharing success stories of healthier breeds provides an alternative perspective. Visually engaging campaigns showcase the beauty and benefits of healthy, functional dogs.
- Digital and Social Media. An active online presence through websites, blogs, and social media platforms helps Breed Clubs disseminate information and engage with the community.
Interactive content such as quizzes and infographics, help educate and engage audiences on the importance of breed health.
Conclusion
The science of human behaviour change offers valuable tools for addressing the challenges associated with breeds that have extreme exaggerated conformations. By understanding and influencing the motivations, abilities, and triggers of both breeders and buyers, we can influence the supply and demand for these breeds, promoting healthier, happier dogs.
The Kennel Club’s recently launched Health Standard and Welfare Standard are key resources for breeders and buyers.
By leveraging education, positive reinforcement, policy change, and effective communication strategies, we can foster a culture of responsibility and ethical breeding practices. Ultimately, this approach benefits not only the dogs but also the people who care for them, leading to a more sustainable and humane future for all involved in the world of dog breeding.
