The relationship between humans and wolves is often associated with conflicts strongly linked with livestock breeding activities. However, as conflicts are often more intense than expected considering the magnitude of their economic impact, some authors have suggested that these conflicts are disconnected from reality and are mainly due to persistence of negative perceptions from previous times. To the contrary, we suggest that local people’s perceptions are often linked to wolf behaviour through direct observations and interactions. We conducted ethnological investigations on human-wolf relationships in countries belonging to former USSR (Kyrgyzstan) and former Yugoslavia (Republic of Macedonia), subjected to rapid social changes impacting both livestock husbandry and hunting practices. Our studies revealed that changes in hunting and husbandry practices have led to modifications in the socio-environmental context and to the nature of wolf-human interactions. These changes have resulted in an increased vulnerability of local people to wolf damage and a concomitant reduced acceptance for wolves. All these changes contribute to changes in the perception of the wolf and to an increase in the perception of conflicts, even in countries where humans and wolves have continuously coexisted. Our study shows the dynamic nature of human-wolf relationships, the necessity to understand the broader socio-economical context in human-wildlife conflicts, and the challenge pastoralists are facing in a changing world.