Animal husbandry is and will be facing a number of external pressures, such as societal concerns on animal welfare, greenhouse gas emissions, emissions of nitrogen and phosphorus as well as biodiversity losses due to feed production. Further external pressures result from changing consumption patterns, demographic change, climate change and technological change resulting from digitalisation and biotechnological innovations. Moreover, the animal husbandry sector will have to cope with internal pressures such as enormous differences in productivity and profitability within the sector. These pressures should be addressed by policymakers, business as well as society. Given limited public and private financial resources to cope with these pressures, policymakers should focus much more on efficiency and unexploited potentials, allowing for win-win opportunities instead of mainly focusing on balancing trade-offs. The business should consider more than before that ongoing uncertainty resulting from the pressures mentioned is a matter of fact. Investment decisions should consider these uncertainties. Society should reflect more on the hybrid nature of people being consumers and citizens at the same time and the resulting trade-offs of, e.g. animal welfare versus greenhouse gas emissions versus cheap food.