New findings released today from the Animal Kindness Index 2025 reveal that while public concern for wildlife is surging across Scotland, many people don’t know how to help.
The nationwide research, Animal Kindness Index, carried out by the RSPCA, Scottish SPCA, and USPCA, shows that 34% of people in Scotland are worried about the future of wildlife, and 61% of people across the UK now see wildlife protection as the most important animal welfare issue—up from 56% in 2024.
This shift reflects a growing sense of responsibility and empathy, with animal welfare now ranking as the third most important issue for people in Scotland, surpassing areas like mental health, human rights, and religion. 57% say it is a top priority, nearly doubling from 32% in 2024.
Yet despite this rising compassion for animals, most people still feel unsure how to take action. When it comes to supporting sick, injured or trapped wildlife:
18% feel very unconfident
32% feel fairly unconfident
Only 8% feel very confident
Wildlife Operations Lead, Sean Meechan said: “This data shows that people care deeply about animals but often don’t know where to start. We want to empower people to be wildlife heroes in their own communities, with the knowledge and confidence to make a real difference.
“Being a wildlife hero doesn’t mean doing something big—it starts with simple, everyday actions. From putting out fresh water during a heatwave to building a hedgehog house or calling for help when you see an injured animal, small steps can make a huge difference. With the right knowledge and confidence, everyone can play a part in protecting the wild animals we share our world with.”
Despite the lack of confidence, small acts of kindness are on the rise. In the past year alone:
63% of Scottish adults put out food for birds – up 13 percentage points since 2024
9% have built a hedgehog house to support native species
Encouragingly, 87% of people in Scotland now identify as animal lovers, a significant increase from 68% in 2024.
The Animal Kindness Index highlights a critical moment of opportunity. As compassion for animals grows, so does the need for education, tools, and support to help people turn their good intentions into meaningful action.
For more information on the Animal Kindness Index , visit the RSPCA’s website.
We need your help to protect Scotland’s wildlife. In 2024, Scottish SPCA animal rescue officers attended over 36,000 wildlife incidents– Find out how you can make a difference on our website.
If you are concerned about an animal, contact the Scottish SPCA animal helpline on 03000 999 999.
