Images of grazing animals, pigs wallowing in mud, and playful piglets strongly determine the consumers’ idea of animal husbandry. However, the modern and economically successful livestock business is a far cry from that and is seen critically or rejected by many. For years, the veterinary scientist Prof. Dr. Matthias Gauly from the Free University of Bozen, Italy, has studied the seemingly irreconcilable contradictions between humane animal treatment and economic success. In his lecture on “Playful Hogs and the Science of Animal Welfare,” he asks what changes in (farm) animal husbandry could lead to greater public acceptance without generating economic disadvantages for the farmers.