Campaign Update: Changing the Way People View and Treat Farm Animals

By Nick Cooney

April 10, 2013

One of the key pillars of Farm Sanctuary’s mission is to change the way people view and treat farm animals. Another key pillar is to promote a compassionate vegan lifestyle.

Compassionate Communities was created to do both of these as efficiently as possible. Occasionally in this blog we share updates about what our volunteers are doing around the country to change hearts and change diets. This week, we share a few examples of the feedback we get from those whose hearts and diets have changed as a result of the Compassionate Communities Campaign.

DongNiZhang_S
“I found [your
Something Better leaflet] on a cafeteria table and decided to become vegetarian after reading through it. I think that is a good way to raise awareness without being intrusive…I would like a stack of maybe 50 so I can pass it around our school campus.”
        – DongNi Zhang

 

“Its been almost 6 months since I first saw your video and I almost immediately became a vegetarian after that. It was the thing that really made me change my opinion on meat…It has been really easy for me to change into a meat-free diet and instead of missing eating meat, it kind of disgusts me now knowing whats behind a hamburger or a chicken cutlet.”
        – Anna Segarra

AbbyBaca_S

 

“I am taking meat out of my diet. Thank you so much again, I love animals and I would hate for them to be slaughtered for the sake of my taste buds! I cannot wait until I get my meat-free meal guide. God bless you!”
       
– Abby Baca

 

“Im a 15 year old girl who never imagined to go vegetarian; however after seeing how horribly these animals are being treated I could never see myself going back.”
        – Louella Dent

DaniRivers_S

 

“Since I saw your video my life changed. I have been almost 4 months without meat and I have been feeling pretty good and confident about my decision. I thought it was going to be harder but so far it has been a lovely journey for me.”
        – Daniela De Los Rios

 

“This video is the reason I am now vegan! Thats all it takes to change minds and hearts to become vegan is to see truth of what’s on our plates … I have also joined some local animal rights and vegan groups here in Phoenix AZ. Every voice will help open eyes and save lives! Bless you and your work!”
   
    – Angel Cullen

DianaPais_S

 

“I’m happy to tell you that I no longer eat meat since the first day I saw your video! If you have a farm nearby that might need some help with the animals I can help any weekend, and I will be very happy to do so.”
       
– Diana Pais

 

“I had heard that this type of behavior was common throughout the industry. But I just couldn’t believe that our fellow human beings could be that cruel. Obviously I was wrong…God forgive them. And I am going to try to become meat-free in my diet.”
        – Mike Onofrietti

EloisePeterson_S

 

“This is going to change my life. I have been flirting with becoming a vegetarian for years but have hesitated … Thank you so much! PS, I am 82 years old but plan to live to be 102 because I am in excellent health.”
        – Eloise Peterson

 

“This is so sad, I am not eating meat anymore, because animals are just like humans, and if they’re suffering, then I’m not eating meat.”
        – Brandy-Latisha Lee

AlyMacNeil-Weir_S

 

“Great work by the way … I have now been a full vegan for 2 months!”
        – Aly MacNeill-Weir

 

 

Want to receive blog updates twice a month? Join the Compassionate Communities Campaign to get them delivered straight to your inbox.

Bowling without Blindfolds: How We Can Knock Down the Most Animal Suffering

By Ben Davidow and Nick Cooney 

February 27, 2013

Dinner PlatesImagine you’re standing in a dining room before a massive table set with 100 plates. Spread on the plates are all the chickens, cows, and pigs an average American consumes in one year. Americans eat a lot of meat, so the plates are piled high with animal flesh.

If you tally up the plates, you’ll find that 44 plates contain chickens, 30 contain cows, and 26 contain pigs. Given this table, it makes sense that our movement places roughly equal focus and resources on cows, chickens, and pigs. Right?

Wrong. This table represents the weight of the meat Americans eat, but it doesn’t reflect the number of animals they eat.

In place of the table, picture all the actual, live animals that were farmed and slaughtered to produce that meat. Looking at this collection of animals, you notice something strange: there’s a large mass of chickens and only the occasional cow or pig dotting the landscape. Where are all the pigs? Where are all the cows?

Because chickens are so much smaller than cows and pigs, many more of them must be slaughtered to produce the same amount of meat. To get the same amount of meat that can be obtained from a single cow (or four pigs), more than 200 chickens must be killed. That’s why, despite the fact that people eat almost as much pork and beef as they do chicken, they eat many, many more chickens than they do cows or pigs.

Kiev of Farm Sanctuary

For farm animal activists, what truly matters is not the amount of meat that is consumed but the number of animals that are harmed and the amount of suffering caused. Our movement’s outreach efforts, however, are based largely on the illusory dinner table: we tend to direct our resources according to how often animals are consumed, not how many are consumed.

And it’s not only that a larger number of chickens are killed. Chickens also endure more days of suffering than any other farm animal, other than some farm-raised fish. We get this amount by multiplying the number of animals that are eaten by how long each one lives and suffers on a factory farm. Chickens also suffer particularly cruel treatment on factory farms.

When we carry out vegetarian outreach without considering the relative suffering caused by different animal foods, we are bowling with blindfolds: we can’t know where to aim, and our success will be limited. It’s time to remove the blindfolds and knock down as much animal cruelty as we can.

Clementine of Farm Sanctuary

If we see farm animals as individuals, and we want as many individuals as possible to be protected from cruelty, then we should focus first on getting the public to give up eating chickens. Having that focus will enable us to save more lives and spare more suffering.

Consider, for example, that getting someone simply to cut their chicken consumption in half spares 14 animals per year a lifetime of misery. If someone were to give up eating chickens entirely they would spare about 28 animals per year from a lifetime of misery.

At the very least, our outreach efforts should place greater focus on chickens. We should tell people that the first and most important thing they can do to help farm animals is to cut out or cut back on eating chickens.

 

Ben Davidow is the author of the forthcoming e-book Thinking Outside the Cage: Leading Farm Animal Advocates on How to Have a Meaningful Impact, in which a modified version of this essay will appear.

Nick Cooney is the Compassionate Communities Campaign manager at Farm Sanctuary.

 

Want to receive blog updates twice a month? Join the Compassionate Communities Campaign to get them delivered straight to your inbox.

dinner plate photo by Dave Le (CC: AB-NY-ND); hen photos by Farm Sanctuary

The 2012 Presidential Election and the Future of Veg Advocacy

By Nick Cooney

December 11, 2012

Regardless of your political affiliation, there’s a lot to learn from the 2012 presidential election – a lot to learn about effective vegan advocacy.

No, neither candidate uttered the word “vegan,” or even addressed the issue of factory farming on the campaign trail. But, as the Los Angeles Times and New York Times reported in the weeks following the election, the political game has shifted permanently as a result of the Obama campaign’s successful use of data analysis and social psychology to win over swing voters in battleground states.

Here’s what it looked like on the ground. First, a team of 50 “data nerds” spent months compiling more than 80 pieces of information about individual voters in swing states – everything from age to household income to voting history to magazines they subscribe to. Using that data, a mathematical model was created to predict how likely any individual voter was to vote for Obama. Special efforts were then made to target hundreds of thousands of voters who, according to the model, were on the fence but who could be persuaded to vote for Obama.

Meanwhile, a team of behavioral scientists was advising the campaign’s get-out-the-vote department on the finer points of persuasion. Canvassers used subtle tactics such as getting likely Democratic voters to sign a written commitment to vote or informing them that most of their neighbors vote – tactics that increased people’s likelihood of showing up at the polls on election day.  The rest, as they say, is history. Swing state after swing state, as well as the general election, went to Obama.

Just what does this mean for the future of veg advocacy? We can ignore these results – or, we can steal a page from the Obama campaign’s playbook and begin making data-driven decisions in our veg advocacy work. To be more specific, we can look to data to figure out who we should focus our veg advocacy efforts on, and how we can best reach them.

Who

With only limited time and money, it makes sense to target our veg advocacy towards those we are most likely to persuade. For example, because young people are more likely to go vegetarian than other age groups, it makes sense to target them. Vegan Outreach focuses most of their leafleting outreach on college campuses for that very reason. Passing out 1,000 leaflets on a college campus is likely to create far more vegetarians and meat-reducers than passing out the same number of leaflets on a city street.

Another benefit of focusing on young people is that when they go vegetarian, they really go vegetarian. A 2009 study from Europe – but likely applicable to the United States – revealed that young people who go vegetarian are much more likely to follow an actual vegetarian diet, free of chicken and fish, than older individuals who say they have become vegetarian.

Similarly, women are more likely to go vegetarian than men. In the United States and Europe, both female vegetarians and female meat-reducers outnumber their male counterparts by a ration of 2:1. Some recent testing by The Humane League found that online vegetarian advertisements shown only to women were about three times more effective than ads shown to men and women equally. Therefore, it makes sense to focus our veg advocacy on women (especially young women) as much as possible.

Apart from age and gender, there are, no doubt, other demographic groups who are more likely to go vegetarian. Art students, fans of punk and indie music, Mac users, and people with tattoos are a few examples. The more we target our veg outreach efforts towards those groups, the more animals we will save.

How

How do we become more effective in persuading individuals to make a change? Thankfully, the very research the Obama campaign relied on is available for anyone to read. Change Of Heart, available in the Farm Sanctuary store, discusses that research and how animal advocates can apply it to their work. Classics in the field of persuasion science, such as Robert Cialdini’s Influence, may also be of interest.

Even beyond the specifics of how and why, perhaps the most basic lessons veg advocates can take from the presidential election is that it pays to understand our audience. It pays big time. And understanding our audience does not mean making assumptions about what will motivate them. It doesn’t mean guessing which groups are most likely to care. Understanding our audience means looking at the data and then making data-based decisions. If it can shift the tide in a multibillion dollar election campaign, then it can certainly shift the tide towards a more compassionate world as well.

 

Want to receive blog updates twice a month? Join the Compassionate Communities Campaign to get them delivered straight to your inbox.

Welfare reform and vegan advocacy: the facts

By Nick Cooney

August 21, 2012

This week, a video blog post takes a data-based look at the impacts of farm animal welfare reforms. The powerpoint is excerpted from a plenary presentation given at the Animal Rights 2012 national conference.

 

Sources

Data Point 1: Welfare reforms reduce suffering and provide immediate good for animals

Note:  the following white papers review the current research and cite dozens of peer-reviewed studies on the welfare of animals in different housing systems.

Shields, S., & Duncan, I. (n.d.). An HSUS report: A comparison of the welfare of hens in battery cages and alternative systems. Retrieved from http://www.humanesociety.org/assets/pdfs/farm/hsus-a-comparison-of-the-welfare-of-hens-in-battery-cages-and-alternative-systems.pdf

The Humane Society of the United States. (2012, July). An HSUS report: Welfare issues with gestation crates for pregnant sows. Retrieved from http://www.humanesociety.org/assets/pdfs/farm/HSUS-Report-on-Gestation-Crates-for-Pregnant-Sows.pdf

The Humane Society of the United States. (n.d.). An HSUS report: The welfare of intensively confined animals in battery cages, gestation crates, and veal crates. Retrieved from http://www.humanesociety.org/assets/pdfs/farm/hsus-the-welfare-of-intensively-confined-animals.pdf

 

Data Point 2: The animal ag industry spends millions to oppose welfare reforms, because reforms are bad for the industry

Sethu, H. (2012, July 12). Look who is talking about animal welfare! [Web log post]. Retrieved from http://countinganimals.com/look-who-is-talking-animal-welfare/

Smith, R. (2011, December 28). Groups urge Congress to reject HSUS-UEP deal. Feedstuffs. Retrieved from http://fdsmagissues.feedstuffs.com/fds/PastIssues/FDS8401/fds04_8401.pdf

 

Data Point 3: Welfare reforms are followed by a reduction in consumption of the affected animal products

(2012, March 12). Egg prices set to rise after EU battery cage hen ban. BBC News. Retrieved from http://www.bbc.co.uk/news/business-17336478

(2012, March 13). Food price hike threatens egg sandwich. The Telegraph. Retrieved from http://www.telegraph.co.uk/foodanddrink/9140925/Food-price-hike-threatens-egg-sandwich.html

Cooney, N. (2012). European egg consumption and battery cage bans. Retrieved from http://ccc.farmsanctuary.org/wp-content/uploads/2012/08/European-Egg-Consumption-and-Battery-Cage-Bans.xls

Note: clicking the above link downloads the Microsoft Excel document to your computer; it does not open it in a new browser window.

Doward, J. (2012, August 11). Price of bacon set to soar as producers are hit by new EU animal welfare laws. The Observer. Retrieved from http://www.guardian.co.uk/business/2012/aug/12/price-of-bacon-to-soar

Sumner, D. A., et al. (2011, January). Economic and market issues on the sustainability of egg production in the United States: Analysis of alternative production systems. Poultry Science 90(1): 241-250. doi: 10.3382/ps.2010-00822. Retrieved from http://www.poultryscience.org/docs/PS_822.pdf 

Note: while not mentioned in the video, the above study concludes that banning cages for egg-laying hens in the U.S. would reduce the number of hens raised (anywhere) for U.S. egg consumption by about 3%, meaning 8 million less hens would be raised and killed for egg consumption.

Data Point 4: Media coverage of animal welfare issues causes people to eat less meat

Tonsor, G., & N. Olynk. (2010, September). U.S. Meat Demand:  The influence of animal welfare media coverage. Retrieved from http://www.agmanager.info/livestock/marketing/animalwelfare/MF2951.pdf

Tonsor, G., & Olynk, N. (2011). Impacts of Animal Well-Being and Welfare Media on Meat Demand. Journal of Agricultural Economics, 62: 59–72. doi: 10.1111/j.1477-9552.2010.00266.x.

 

Data Point 5: Welfare reforms go hand in hand with decreased meat consumption

Note:  for the first graph in this section, a law that bans both gestation crates and veal crates is represented as two practices being banned.

Meyer, S., & Steiner, L. (2011, December 20). Daily Livestock Report. Volume 9, No. 243. Retrieved from http://www.dailylivestockreport.com/documents/dlr 12-20-2011.pdf

Pichler, R., & Blackwell, G. (2007, February). How Many Veggies…? Retrieved from http://www.euroveg.eu/lang/dk/info/howmany.php

Sethu, H. (2012, July 12). Look who is talking about animal welfare! [Web log post]. Retrieved from http://countinganimals.com/look-who-is-talking-animal-welfare/

The Humane Society of the United States. (2012, July 23). Timeline of Major Farm Animal Protection Advancements. Retrieved from http://www.humanesociety.org/issues/confinement_farm/timelines/timeline_farm_animal_protection.html

Vegetarianism by country. (n.d.). Retrieved August 21, 2012 from Wikipedia: http://en.wikipedia.org/wiki/Vegetarianism_by_country

 

Data Point 6: People who make a small change become more likely to make a large change

Burger, J. “The Foot-In-The-Door Compliance Procedure: A Multiple-Process Analysis and Review.” Personality and Social Psychology Review 3.4 (1999): 303–325.

Cooney, N. (2011). Foot In The Door. In Change Of Heart: What Psychology Can Teach Us About Spreading Social Change (Chapter 5). Retrieved from http://changeofheartbook.com/e_foot.htm

 

Want to receive blog updates twice a month? Join the Compassionate Communities Campaign to get them delivered straight to your inbox.

Best advice for animal activists – part one

July 30, 2012

Farm Sanctuary’s Senior Director for Strategic Initiatives Bruce Friedrich was recently asked to share his “top three pieces of advice for aspiring and fellow activists to become more effective.” His response will appear in the forthcoming book Strategic Compassion by Ben Davidow.

Matt Ball and I wrote a book about how advocates can be maximally effective for animals, The Animal Activist’s Handbook. Peter Singer says about the book: “Rarely have so few pages contained so much intelligence and good advice. Get it, read it, and act on it. Now.” Taken from our book, my top three recommendations are:

1. Remember the multiplier

If you are a vegetarian or vegan, you’re saving dozens of land animals and even more sea animals every single year. That’s something to be proud of, and it’s a deeply powerful statement in support of compassion and mercy and against cruelty and misery. Amazingly, if you convince one more person to adopt a vegetarian diet, in that moment you’ve doubled your lifetime effect as a vegetarian. So we should all be doing what we can to influence others to adopt a vegetarian diet, including little things like wearing vegetarian T-shirts and putting “Happy Vegetarian” bumper stickers on our cars and laptops, and bigger things like getting active through Vegan Outreach’s Adopt a College campaign or Farm Sanctuary’s Compassionate Communities Campaign.

2. Pretend you’re Socrates

Socrates asked questions of those with whom he was engaged to help others see that their current moral paradigms supported his position. We should also do precisely that. No one wants to support cruelty to animals, and yet anyone who is eating meat is supporting egregious abuse. So our best way of engaging with people is to help them question how, when eating meat, their values and actions are not in alignment. All other arguments are a diversion from this central and winning argument—which should be framed as a discussion, not a diatribe.

3. Don’t get discouraged

As Dr. King said, “The arc of the moral universe is long, but it bends toward justice.” It’s remarkable to think that for most of human history, humans have considered it acceptable for some humans to hold others as slaves, and for women to be—for all intents and purposes—the property of their husbands. Think for a moment about how quickly that understanding has completely changed in the developed world—in just a few generations. There’s so much animal suffering that it’s easy to get discouraged, but we shouldn’t: We have science, logic, and morality on our side; it’s only a matter of time before we win.

 

Want to receive blog updates twice a month? Join the Compassionate Communities Campaign to get them delivered straight to your inbox.

Best advice for animal activists – part two

July 30, 2012

Farm Sanctuary’s Compassionate Communities Campaign Manager Nick Cooney was recently asked to share his “top three pieces of advice for aspiring and fellow activists to help them become more effective” in 400 words. The following is his advice, which will appear in the forthcoming book Strategic Compassion by Ben Davidow.

1. Think like a businessperson

It is wonderful to care about animals.  And, if we do care, we certainly want to be maximally effective with our advocacy efforts.  That means we should focus on the activities that help as many animals as possible.  So, we need to think like businesspeople. Companies have a financial bottom line, and every decision they make is based on whether it’s good or bad for that bottom line. We need to be just as calculating in our work. We need to look at the different advocacy programs out there and decide which of them will allow us to help the greatest number of animals possible and reduce the greatest amount of suffering possible.

2. Ask, “How many animals did I help?”

An easy way to see how effective we’ve been is to ask ourselves (perhaps each month), “How many animals did I help this month?” You might not know an exact number, but you can get a decent sense. If you’ve passed out a couple hundred leaflets to college students you’ve probably gotten one person to go veg and spared 30 animals a year a life of misery. If you’ve shown a video on animal cruelty to 100 people, probably one has gone veg and you’ve also spared 30 animals. These are complete ballpark estimates, but it’s clear that the end result of either of these activities (or similar veg advocacy work) is dramatically higher than many other forms of animal activism. The next important question to ask yourself is, “How can I help a greater number of animals next month?”

3. Be more like your audience

People are more likely to listen to you, and be persuaded by you to care about farm animals, if you look, talk, act, and interact like them. No matter how you may be in your regular life, the more you can look and act like your audience when doing veg advocacy the more effective you will be and the more animals you will spare. Consider it like wearing a uniform to work: uncomfortable, but important to success. And it is doubly important for us because lives are on the line.

 

Want to receive blog updates twice a month? Join the Compassionate Communities Campaign to get them delivered straight to your inbox.

The Caring Vegetarian

By Nick Cooney

July 12, 2012

“There are more important problems to worry about than animals.”

If you’re an animal advocate, you’ve probably gotten a response like this at least once. You may have heard it at protests, when passing out vegetarian leaflets, or even when speaking with friends about animal cruelty.

As a way to ignore the issue at hand, some people spin things around and accuse animal advocates of being the uncaring ones. There is a persistent notion among some that vegetarians and vegans care only about animals, and not people.

The idea is not a new one. In the 1940s, one leading psychiatry journal even published a scholarly article entitled “The Cruel Vegetarian.”  The author — the head of psychiatry at a major American hospital — argued that vegetarians were domineering and sadistic and that they ‘‘display little regard for the suffering of their fellow human beings.”

Of course we know that is not true. Most animal advocates also care deeply about a broad spectrum of social justice and humanitarian causes. An interesting recent study shows that vegetarians and vegans appear to have more of an empathetic response to both human and animal suffering.

Vegetarian, vegan and omnivore brainsFMRI brain scans showed that the areas of the brain associated with empathy (such as the anterior cingulate cortex and the left inferior frontal gyrus in this study) were more activated in vegetarians and vegans compared to omnivores when all three groups were shown pictures of human or animal suffering. Written questionnaires on empathy, in both this and other studies, seem to confirm higher empathy levels in vegetarians and vegans (Preylo and Arkiwawa, 2008; Filippi et al, 2010).

Why do some people still have the impression that vegetarians care only about animals and not people?

For one thing, sometimes our anger over animal cruelty gets directed at others. While it’s frustrating when someone does not care about animal abuse, we need to realize that attacking them for it does no good for animals. It simply creates more of a divide between us and those we are trying to persuade.

A second reason could be that, although there are many serious issues that are worthy of our attention, we have made the choice to focus on farm animals. Because we focus on these issues and not others (poverty, environmental destruction, human health, etc.), we may unintentionally give the impression that we don’t care about other causes.

So when talking to friends, family or the public, it may be helpful to mention our concern for some of these issues. It’s easy to point out that we eat vegan for the same reason that we donate to fund anti-malaria efforts in Africa: they are both easy ways to reduce the amount of suffering in the world.

And sure, it’s true that a small number of people love and dote on animals but lack much empathy for other human beings. While we may not be able to change their attitude, we can work to ensure that, in our own lives,  our empathy and compassion truly extend to all living creatures.

 

Want to receive blog updates twice a month? Join the Compassionate Communities Campaign to get them delivered straight to your inbox.

Former vegetarians: Who they are and why we lost them

By Nick Cooney

May 1, 2012

Why do many vegans and vegetarians go back to eating meat? When I was in college, one of the most active members of our campus animal rights group went from dedicated vegan activist to dedicated chicken eater in a matter of months. If you’re like me, you’ve probably scratched your head wondering why some people stick with veg eating and others don’t.

Academic studies published over the past 10 years, as well as an informal survey by Psychology Today columnist Hal Herzog, give us some insight. According to former vegetarians, they’ve typically put meat back on their plates for the following reasons:

Taste – Many craved meat and were bored with vegetarian food

Health – Some had less energy, were anemic, or had other health issues

Inconvenience – A number felt eating vegetarian took too much time, they didn’t know how to prepare veg food, or it was annoying to be vegetarian when eating with friends.

We need to keep these issues in mind when encouraging individuals to eat vegetarian. Aside from just telling people why they should change their diet, we need to tell them how: how to make or buy quick, delicious, meat-like meals, and how to eat healthy.

Of course, those of us who stayed vegetarian or vegan encountered the same problems. We just had the resources and dedication to work through them. So what gives? Are there simply fundamental differences between people who stay vegetarian and people who don’t? A new study published in the journal Appetite suggests there are. The study found four key differences:

Motivation – Both current and former vegetarians care about animal welfare, health, and the environment. But those who stick with veg eating care more about these issues, especially animal welfare. Concern for animals represents, by far, the biggest difference in beliefs between current and former vegetarians. Therefore, regardless of why people initially went veg, after they’ve made the switch we need to inspire them to care about farm animals. The more they start to care about farm animals the more likely they’ll stick with vegetarian eating. Since their behavior is now animal-friendly, it will be easier for them to adopt an animal-friendly attitude if we encourage them to do so.

Identity – People who stay vegetarian think their food choices are an important part of who they are. This was never the case for former vegetarians, even when they first went veg. Why is this the case? Well, it’s a fact of human psychology that we don’t like to change our sense of self-identity. The more we see veg eating as part of our self-identity, the harder it is to go back to eating meat. Therefore, after someone becomes vegetarian we should encourage him or her to see vegetarian eating as an important part of who they are. For example we might give them vegetarian bumper stickers or t-shirts, encourage them to talk to their friends about why they’re vegetarian, or sign them up for Veg News magazine or a vegetarian email list.

The Switch – People who stay vegetarian are more likely to have made a gradual switch. Maybe that’s because a gradual switch is easier, both for the person going vegetarian and also for family members with whom they eat. In contrast, former vegetarians were more likely to have made an abrupt switch when they first went veg. With this in mind, we should encourage people to take the first steps towards vegetarian eating rather than encouraging them to go from zero to vegan in sixty seconds.

Support – Those who stay veg are more likely to have joined a vegetarian potluck group, message board, or other social circle. These support systems provide both encouragement and practical advice on veg eating. Of course, people who see vegetarianism as part of their self-identity (in other words, those who are already more likely to stay vegetarian) are also more likely to seek out vegetarian social groups. So it’s possible that, for many people, social support is just icing on the cake and not the reason they stay veg. Still, social support can only help, especially if we can get less-enthusiastic vegetarians to join.

Whew! That’s a lot of information to take in. Who knew that helping people eat vegetarian could be so complicated?

To boil it down, if we want to help more people stay veg, we should help current vegetarians: a) learn how to cook or buy quick, delicious, meat-like meals; b) learn how to eat healthy; c) care a lot about farm animals; and d) see vegetarianism as an important part of who they are.

Any time we do one of these things, we will help current vegetarians stay the course. As Ben Franklin wrote, “A penny saved is a penny earned.” Helping someone stay vegetarian can be just as good for animals as inspiring someone else to go vegetarian.

 

Want to receive blog updates twice a month? Join the Compassionate Communities Campaign to get them delivered straight to your inbox.

I’m going meat-free…How about you?

By Nick Cooney

April 3, 2012

“How I say it has as much of an impact on what people think of me as what I say…You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and preexisting beliefs.”

If you’re familiar with the terms “death tax” and “energy exploration,” you can thank Frank Luntz. You can also thank him for the powerful quote above.

Luntz is a Republican Party consultant who conducts polling to see which words and phrases resonate with the public. Luntz popularized the terms “death tax” and “energy exploration” after polling showed they were more effective in promoting Republican ideals than the original terms “estate tax” and “oil drilling.”

Whether or not you agree with Luntz’s politics, his point rings true: language matters. When making the case for vegan eating, the words we use matter too. Some phrases appeal to meat eaters, and some phrases will be more likely to turn them off.

Case in point: a study by British trade magazine The Grocer found that the public was more likely to embrace vegetarian meat products when the products were labeled “meat-free” instead of “vegetarian.” Over the past four years an increasing number of British supermarkets and vegetarian meat producers have switched labels from “vegetarian” to “meat-free,” and as a result they are seeing increased sales among meat-eaters.

On this side of the Atlantic, vegetarian meat producers are catching on. Pick up a bag of Gardein vegetarian meat, and you’ll see the label “I’m meat-free!” Even Lightlife is catching on, labeling their products “meat-free” or noting they are packed with “veggie protein.” Virtually none of their products still carry a prominent “vegetarian” label.

Why does “meat-free” seem to go over better than “vegetarian” with the general public? Industry experts think the term “vegetarian” has negative connotations for many people. Maybe some have had negative experiences with vegetarians. Perhaps, due to guilt, social norms, or other reasons, they simply look down on all things “vegetarian.” For those over 30 years old, the term might conjure up memories of a flavorless tofu burger they tried back in college.

(It’s possible that for those who are 21 and under, “vegetarian” does not have as negative a connotation. Higher percentages of those age groups consider themselves vegetarian, and they have grown up with a much tastier selection of vegetarian products.)

Using the word “vegetarian” also raises the sticky issue of self-identity. The public may see vegetarians as a distinct group of people quite different from the average American. Ditto for vegans. That’s why, when asked about my diet, I don’t say “I am a vegan” or “I am a vegetarian.” I say, “I don’t eat meat.”  I don’t want the people I’m speaking with to lump me into a box, as if who I am is determined by what I eat. More importantly, I don’t want them to think they need to take on a new identity – joining me in the box – in order to cut cruelty out of their diets.

For a funny parallel example, consider the following. Which of these statements sounds more palatable to you? “You should become a Canadian,” or “You should move to Canada.” The first statement focuses on identity, while the second focuses on action. The second statement is probably more palatable to most Americans.

The bottom line?

When we leave issues of self-identity off the table, we make it easier for our audience to hear our message.

When we use words that don’t have negative connotations in the minds of our audience, our audience will be more likely to listen.

At times “meat-free” can sound a bit awkward when you try to work it into conversation. But after learning what the research has to say on this issue, I’m planning to use “meat-free” instead of “vegetarian” whenever possible.

In other words, I’m going meat-free. How about you?

 

Want to receive blog updates twice a month? Join the Compassionate Communities Campaign to get them delivered straight to your inbox.