Current livestock production systems have been heavily criticised and are linked to countless detrimental impacts on global sustainability. A growing population has been coupled with an increased demand for animal protein, the implications of this on the food system have resulted in intensification of production and the exploration of alternative innovative technological solutions. A social science approach in situational analysis was used to assess the perceptions on the potential of novel food technologies in society as mitigating strategies for improving sustainability in the European livestock sector. The case of cultured meat technology was studied and analysed based on social science theory relevant to technology and social acceptance. Governance plays a key role in the interaction of technology and society and therefore informants from various sectors of society were used to assess the perceptions of the future of this scenario. Themes surfaced in the data suggesting a need for change and various proposed mitigating strategies emerged – the case of cultured meat technology was used to understand the complexity of this issue. The relationship between technology and society was discussed in relation to social acceptance and behaviour change, leading to the perception that responsible governance of the livestock sector is a collective effort. The specific role of cultured meat and technological solutions in the food system is controversial.