Intensive livestock production faces scrutiny due to ethical and ecological concerns and is increasingly in need of transformation. Outlining the goal of “less but better” animal products as a driver for sustainability transformation, this chapter describes potential transformations within the livestock sector at a techno-science level and thereafter discusses the role consumers play in enabling sustainability transformation success. Using techno-science arguments as marketing tools is not sufficient to gain acceptance for and drive sustainability transformations in the intensive livestock sector. Consumer perspectives, including maintaining sector transparency, understanding price constraints, and overcoming habitual buying behavior, are essential for the success of sustainability transformations in the livestock sector. Due to forthcoming sector disruptions, such as advances in cellular agriculture, the livestock sector should focus on increasing extrinsic and intrinsic quality within its products while creating synergies with other sectors to continue to provide nutritious healthy food for all.