<p>Pastoralism remains vital to Mediterranean landscapes and cultural heritage; yet, pastoralists increasingly doubt how far society accepts and values their activity. Using a nationwide survey of the Spanish public, I examined social attitudes toward pastoralism and compared them with recent surveys of pastoralists in the same region. I found that rural background and older age are associated with more favorable views of pastoral and other extensive livestock systems, while intensive systems are viewed least favorably. The public reports declining social appreciation of pastoralism over time, but relatively infrequent conflict and low concern about externalities. In contrast, pastoralists perceive strong urban intolerance and a widespread loss of social esteem. This comparison reveals that citizens are more accepting of pastoralism than pastoralists believe. I highlight this crucial perception gap and identify communication, policy, and governance measures that support the long-term sustainability of the largest pastoralist system of Europe.</p> Graphical abstract <p></p>