Lessons from Sales and Marketing

We are always looking for the best insights to help Farm Sanctuary’s members make a difference for farm animals in the real world. Perhaps the most powerful thing each of us can do is to help new people open their hearts and minds to the plight of chickens, pigs, turkeys, and cows. The sooner people recognize that these individuals are friends not food, the sooner we will end the horrors of factory farms.

To that end, we are happy to bring you this blog post by Tobias Leenaert. We hope you find it useful!

Whether we like it or not, if we really want to change the world, have to be in the business of selling something. We want to sell a message, a habit, a lifestyle… whatever you want to call it. We are idea merchants, and we need to get as many people as we can on our bandwagon, in whatever ways that are helpful.

I love to read out of the box and see if I can apply ideas from different domains to our efforts. Here are some concepts and lessons I’ve taken from sales and marketing.

The customer is king
People who currently eat animals are the people we want to reach and become part of our team. Since this is the case, we can’t alienate them. They are our future allies. Badmouthing them will usually not motivate them to come closer to us. If we’re angry at them, if we accuse them or judge them, that’s kind of equal to giving up on them joining our team. Rather, like with customers, we need to listen to them, treat them like royalty, give them a cookie or bake them a delicious cruelty-free pie.

You are not your audience
You are not the same as the people you want to reach. Like a car salesperson, you have to adapt your message to what you think people like, are interested in, are open to, are ready for. Just talking about what you want to talk about is equal to the car salesperson talking endlessly about a fancy, expensive sportscar’s horsepower or technical abilities (because that is what fascinates them) to a young parent who is only interested in the safety aspects of a family vehicle.

Reaching new people has to be about your audience’s needs, not your own.

Diffusion of innovation
We need to segment our “customers” into different categories. Innovators have different reasons for picking something up than the late majority. As animal advocates, we’re all innovators, and the arguments that worked for us will not necessarily work for people who are, in this domain, laggards. The famous marketer Seth Godin puts it like this: “The mistake idea merchants make is that they bring their fringe ideas to people who don’t like fringe ideas, instead of taking their time and working their way through the progression.”

What Godin and others are saying is that we should meet people where they are, and appeal to the values that they already cherish, rather than telling them which values they should have.

Winning an argument is losing a customer
Even if the other person tells you that you are right, you haven’t necessarily had a positive impact. When the other person feels they’ve lost, it may make them feel even less sympathetic towards you or the cause you defend. Benjamin Franklin said it like this: “If you argue and rankle and contradict, you may achieve a victory sometimes; but it will be an empty victory because you will never get your opponent’s good will.” Dale Carnegie said it even simpler: “You can’t win an argument”.

Persuasion resistance
Most people don’t like to be convinced by others and don’t like being told what to do. Also, with regard to the food that’s on their plate, they’ll decide for themselves. They need no government regulations or animal rights or vegetarian groups preaching to them about what to eat, and what not, how much of it, or how they should prepare it. They’ll make up their own minds about all that, thank you very much. It is, therefore, more productive if we don’t give people the impression we want to persuade them of something, and instead help them come to their own conclusions.

Customer retention
Finding new customers is a lot more expensive than trying to keep customers and make sure they buy again. In our domain, research shows that a large number of vegetarians and vegans – no less than 84% – at some point drop out. We should have enough attention for customer retention, and make sure that as few slide off the wagon as possible. We can do that, among other things, by creating communities, making our team more welcoming, and paying enough attention for nutritional pitfalls.

Switching costs
Many people care about animals, but are afraid of the practical consequences of caring about them. It is, in other words, too difficult to make the switch. Switching costs, in marketing terms, are the costs that one incurs when changing products, suppliers, brands, etc. These costs can be financial, but they can also be, for example, time costs or psychological costs. Phone or insurance companies, for instance, want to make switching to their product as little of a hassle as possible (while at the same time, trying to make switching away from their products as difficult as possible.). Likewise, we need to make it as easy as possible for people to adopt the habits of compassion. Preferably, so easy that they don’t even need any reason or motivation.

tobiasl

Farm Sanctuary Statement on USDA’s Animal Welfare Information Purge

Update: Why is Trump covering up animal cruelty cases?

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The Washington Post reports:

“The U.S. Department of Agriculture on Friday abruptly removed inspection reports and other information from its website about the treatment of animals at thousands of research laboratories, zoos, dog breeding operations and other facilities.”

Gene Baur, Farm Sanctuary’s President and co-founder, has issued this statement:

“Farm Sanctuary encourages transparency and accountability, and we are very concerned about the USDA’s recent decision to remove records of animal welfare violations from its public website. This change enables animal abusers, and we urge that it be reconsidered.”

Read full article>>

Catching up with V-lish!

As we’ve said before, sharing amazing food is an awesome way of helping new people open their hearts and minds to taking constructive steps for animals. Here are a few recent posts from our friends at V-lish:

mac-aspect

National Cheese Lovers Day

Pie and Chocolate Cake

Bean Beans, They’re Good for Your Heart

And two recent Ask the Dietician:

Vegans Who Can’t Cook

Snacks for Kids

Modest Organic Farm Animal Welfare Standards Draw Ire of Agribusiness

Gene_Baur_1-Gene Baur

In one of its final actions under the Obama Administration, the U.S. Department of Agriculture (USDA) finalized a rule updating standards to improve farm animal welfare in organic production. While it is encouraging to see the USDA addressing growing popular concerns about the suffering of farm animals, these new guidelines, like most legislation or regulations protecting farm animal welfare, leave much to be desired.

The final organic rule was supported by mainstream animal protection groups and organic producers, and it was opposed by agribusinesses and lawmakers in Washington, D.C. who represent factory farming interests. In response to the final rule, House Agriculture Committee Chairman, K. Michael Conaway (R-TX), said: “I am disappointed to see yet another controversial rule pushed through during the final hours of the Obama administration. Not only do animal welfare standards go beyond the scope of the National Organic Program… I hope that the incoming Administration will immediately withdraw this rule…”

The updated animal welfare standards sought to better align organic production methods with the expectations of consumers who believe organic farmers take good care of their animals. Sadly, animals who are raised and sold as organic typically live in factory farm conditions. They are seen primarily as production units, and as the organic market has grown, organic farming has become increasingly industrialized. Organically raised farm animals are routinely overcrowded and subjected to inhumane treatment.

Among the improvements made in the updated standards is an explicit prohibition on the practice of starvation-induced forced molting, which shocks the bodies of egg-laying hens into a new egg production cycle. The updated standards also more clearly specify that organically raised farm animals are to be provided access to the outdoors, and they require that sick and injured animals, including “downed animals,” be given necessary medical treatment. It mandates, “Any non-ambulatory livestock on organic farms must be medically treated, even if the treatment causes the livestock to lose organic status or be humanely euthanized.” Farm Sanctuary has advocated this approach for decades, and we believe it should apply to farms beyond those certified as organic.

The new standards restrict some routine mutilations, including tail docking of dairy cows, and they limit other mutilations, such as the “debeaking” of chickens. But “beak trimming,” where up to one-third of the bird’s beak is removed is allowed. (If more than one-third of the beak is removed, it is classified as “debeaking” and prohibited.) The standards prohibit “toe trimming,” but allow “toe clipping,” where the nail and distal joint of chickens and turkeys toes can be removed. All of these painful alterations of birds’ beaks and toes can be performed without pain relief.

The organic rule, like so many other policies, laws and regulations pertaining to farm animals, grants only minimal protections, and ultimately, animals raised for organic certification, like other animals exploited for food, are treated more like commodities than like living feeling animals like. The updated organic rule limits some of the abuses routinely endured by farm animals, but it still places commercial interests above ethical considerations.

The good news is that U.S. consumers are paying attention to how their food is produced. They are troubled by the suffering of animals exploited on factory farms, and they are looking for alternatives. The demand for products labeled as humane, sustainable, natural, free-range, cage-free, organic, etc. is growing, but unfortunately, these claims almost always sound better than they are, and consumers are being misled.

100% Plant-Powered!

100% Plant-Powered!

Of course, the best way to avoid causing unnecessary animal suffering is to eat delicious plant-based foods instead of animals!

 

First, Do No Harm

2011-01-13-farmsanctuaryjune10606

Continuing to revisit previous posts from Gene, we go back to January 2011 to review the place of veterinarians in working to help farm animals:


A 2010 Journal of the American Veterinary Medical Association (JAVMA) published an article  announced: “Veterinarian’s Oath revised to emphasize animal welfare commitment: Prevention of animal suffering also a key addition.” The updated oath, which was adopted despite stiff opposition within the American Veterinary Medical Association (AVMA), reads as follows with additions in italics:

“Being admitted to the profession of veterinary medicine, I solemnly swear to use my scientific knowledge and skills for the benefit of society through the protection of animal health and welfare, the prevention and relief of animal suffering, the conservation of animal resources, the promotion of public health, and the advancement of medical knowledge.”

For decades, the American Veterinary Medical Association (AVMA) has upheld the status quo and defended cruel factory farming practices, including intensive confinement systems like veal crates, gestation crates, and battery cages. In 2002, as Florida’s voters pondered whether to become the first U.S. state to outlaw gestation crates, the AVMA adopted a formal position statement endorsing these 2-foot-wide metal enclosures to confine breeding sows. Thankfully, voters rejected the AVMA’s antiquated position, and gestation crates are now illegal in Florida.

After the Florida vote, Farm Sanctuary pressured the AVMA to rethink their policies on several issues and we conducted a survey of veterinarians across the U.S., which found that more than 80% considered gestation crates and other cruel farming practices to be objectionable. In response, AVMA started refining some of their positions, including the adoption of a policy against the tail docking of dairy cows. Still, despite these positive reforms, the AVMA maintains close ties to the factory farming industry, and it continues to defend practices that most citizens and veterinarians consider to be outside the bounds of acceptable conduct.

The AVMA’s decision to update the veterinary oath is a positive step, and it is a reflection of a more humane attitude that is emerging within the veterinary profession, especially as new veterinarians, many of them women take up the vocation. Explicitly recognizing the importance of protecting animal welfare and preventing animal suffering represents important progress. As veterinarians come to take this oath seriously, and as they begin applying it in the real world, the days of factory farming will be numbered.

 

Obligation vs. Opportunity: Options for the Holidays

Let’s be honest: if you really care about animals, the holidays can be hard.

Of course, the holidays have the potential to be filled with warmth, friendship, and love. But for many of us who choose to live compassionately, this time of year is filled with demands to be a part of gatherings with individuals who don’t necessarily share these same values. Sometimes we’re forced into situations because we share a common gene pool. This awkwardness (at best) is so inherent that survival guides for Thanksgiving dinner are more common than recipes. In Letters from Earth, Mark Twain marvels at what humans force upon themselves; the holidays are often a prime example of this.

For those of us who truly care about animals, the holidays present a significant level of stress. We know that many of our friends and family will be consuming the flesh of animals we consider to be individuals – individuals we could easily have been friends with. Hardest to bear, though, is the disconnect between the “joy” and “love” the season supposedly reflects and the actual horror behind the meal.

This is not to say that we should never eat with meat eaters. For many of us, our dietary choices aren’t about us, but about the individual animals we respect and want to spare from suffering and slaughter. Being present and sharing our perspective in a respectful and sensitive way can introduce an alternative way of thinking and spread this message of compassion.  Living in isolation denies animals our voice. Being an example of compassionate living to those currently following the standard American diet is potentially far more impactful than the consequences of our personal dietary choices.

Realizing this, it is vital to take advantage of opportunities like these holiday get-togethers to set an attractive, approachable example of compassionate living. Key to this is providing incredible, delicious food.  The food we like,  and dishes that the others will find irresistible. Familiar, savory, and satisfying recipes that have been prepared using plant-based ingredients and that mimic traditional dishes can satisfy even the most ardent carnivore. Mind-blowing mouthfuls can shatter stereotypes of what eating with compassion can be.

Yet not every social situation is a potential opportunity. We each have relatives or acquaintances who will never consider either our views or our offerings. They will seemingly revel in eating animals in front of us. They will take offense at any suggestion that we might not be comfortable and would prefer not to be around while they consume animals.  Under certain circumstances, the best decision may be to decline the invitation. While the standard wisdom is that everyone is an opportunity, we actually know that isn’t entirely true. Knowing that leads to a radical solution: Don’t go.

image001 This is obviously easier said than done. The ties that bind are often such that it is easier to go along to get along. Only you can make that decision.  If your presence is mandatory, the best advice is to bring your plant-based roast, review the Socratic section of The Animal Activist’s Handbook, and make the best of it. (Be sure to have a designated driver as that might be the best way to get through the meal!)

Distant relatives and acquaintances aside,  as we go forward, we can each pursue the creation of new traditions for ourselves and those closest to us. Traditions that ring true for the meaning of the season and the way we choose to live our lives. Travel to a special place for a hike, go out to a movie (or watch your own favorite), share pictures of what you’re eating on Facebook (#CompassionateMeals). Or turn the tables and instead invite family over to your place for a full feast of Tofurky, seitan, stuffing, mashed potatoes, gravy, and the fixings (not tempeh and arugula).

It is easy to say we should always go to everything and bring a smile and a tasty dish. Or that we should just cut off all contact with those who won’t change and believe eating animals is more important than recognizing and accommodating our compassion for one meal. Neither of these is universally applicable. But we can try, whenever possible, to find a balance between being an example of compassionate living and shirking obligation in favor of building truly joyful holiday traditions of our own.

-Matt Ballbonding

Want To Help Animals? No Extremism Required

Q&A with a reporter from National Public Radio

Do vegans who insist that such medicines or medical products should be refused by other vegans undermine what you are trying to accomplish, and if so, in what specific ways?

Every time we focus on the undeniable suffering of animals on factory farms – rather than making the issue about our personal choices/ definitions/ labels/ philosophy – the world is a better place. This is something that took me years to discover; initially, my veganism was all about how “dedicated” and “consistent” I was. Everything centered on how committed I was/how amazing my veganism was; not on the animals nor on helping them as much as possible.

Being an effective advocate for the animals – including being a positive, practical example – is much more difficult than memorizing a list of animal ingredients. But if we really oppose cruelty to animals, we need to do everything we can to end factory farms, even if that is more difficult than personally being ever-more “vegan.”

Is a person a better, more committed vegan when s/he refuses medicines or medical products that include animal products?

A few decades ago, I thought a person’s dedication was measured by how much they “gave up” – how hard their life seemed relative to mine. It took me a while to realize the question isn’t how “vegan” anyone is; rather, the only issue is the animals’ suffering. All that matters is the impact we have for the animals in the real world….

Sportland2016pecific to medicine: I’m alive and functioning today because of “non-vegan” medicines. Modern medicine saved my life many times. And it also saved a friend and colleague recently. This is also true for many of the people who are doing the most good today. The point isn’t to suffer to be “vegan.” The point is to lead a meaningful life that reduces as much suffering as possible, making the world a better place than if we hadn’t existed.

-Matt Ball

 

Beware the Boomerang

The Daily Show recently did a segment – R.I.P. Facts – lamenting the fact [sic] that what is actually true no longer matters.

The problem, however, is actually significantly worse. If someone believes something false that conforms to their preconceived beliefs, fact checking them can actually strengthen their false belief. This is called the “boomerang effect.”

This is important to recognize, because it is very likely that most people believe that eating meat is necessary; chicken is healthy; free-range means cruelty-free; etc. Just telling them otherwise, even with supporting facts, is likely to just reinforce their current belief.

Instead, it is good to start by seeking out common ground. While most people have a negative view of veganism and vegans, most people also have a visceral repulsion to factory farms. So it is often good to ask what they know about factory farms as the beginning of a Socratic-style discussion.

Also, most people are willing to speculate on the motivations of others (rather than defending their own beliefs). It might seem strange, but asking people if they know anyone who is vegetarian and why they think those vegetarians don’t eat meat can be a good hook.

Unfortunately, there is no set script we can follow in every situation. But it is important to recognize that we can’t actually win an argument with a meat eater. The best we can do is to start a conversation. This is the way we can potentially find common ground, and allow the other individual to open their heart and mind to uncomfortable ideas.

portland2016-Matt Ball

Megan Watkins, Hero of Compassion

We are thrilled to continue to recognize Heroes of Compassion, people who are working tirelessly behind the scenes to help animals and make the world a more compassionate place.

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Today, we honor Megan Watkins. Megan joined the Farm Sanctuary Board of Directors in 2009 and has served as Chair, as well as on the Development and Executive committees.  Megan is the National Practice Executive for Foundations & Grantmaking at U.S. Trust.  She leads the practice area dedicated to helping individuals and families, as well as boards of directors and trustees, to maximize their impact in the charitable sector.  This includes educating and advising her clients on a number of topics related to philanthropic giving, including how to select the most appropriate charitable giving vehicle, identifying and articulating a philanthropic vision and mission, engaging family and/or board members in philanthropy, and the many nuances involved in starting and operating a strategic giving program.  Prior to joining U.S. Trust, Megan served as Philanthropic Advisor and Program Officer in the Philanthropic Services Group at J.P. Morgan Private Bank, where she facilitated giving in the areas of animal rights and welfare, affordable housing, human services, workforce development and youth development.  Megan’s additional nonprofit and policy activities include roles with ACCION New York, World Neighbors Nepal, and the U.S. Department of State, Bureau of Western Hemisphere Affairs.  Megan holds a Master of International Affairs degree from the School of International and Public Affairs at Columbia University, and a Bachelor of Arts in Latin American Studies from Barnard College.

Here is my conversation with Megan.

What does the phrase “living compassionately” mean to you? What inspired you to start down this path?

To me, living compassionately means living in a way that causes the least amount of suffering to those around you.  It means listening, being thoughtful, and showing care and concern in the decisions you make and the actions you take.  I would say that I started down this path fairly early in life, having been raised by a mother who was incredibly community- and service-oriented, even given limited time and income.  She was the first to teach my sisters and me that everyone’s voice mattered and that everyone should be heard.  She also showed us that it was important to keep our door open, to the people and the animals who needed our help.

It wasn’t until later in my life when I began to fully grasp the plight of farm animals and the conflict that existed between my values and my diet.  I absolutely attribute this awakening to the animals residing at Farm Sanctuary.  I had taken a trip up to Watkins Glen with my husband and a group of close friends.  Unsure of what to expect when stepping onto the property, I suddenly found myself sitting on the ground, looking into the eyes of the animals, and knowing that I was about to make a change that would impact the rest of my life.

What was the transition like for you, and what did you learn that might be useful to people currently trying to make changes?

My sister, my husband and I all transitioned to a vegan diet on the same day several years ago.  This was incredibly helpful to all of us, as we made our way through cleaning out kitchen cabinets, restocking ingredients and comparing recipes.  While I would say that we were all on a learning curve for the first year, we kept moving forward and soon found ourselves planning trips based on nearby vegan restaurants, or on Facetime “SOS” calls when our recipes were a flop.  If I had one tip, it would be to find a community.  Whether that is just a friend to join you, or an established group like Farm Sanctuary, every transition is easier when not alone (and you are definitely not alone on this one!).

What has been most challenging and/or surprising about living a compassionate life?

img_6177Speaking very personally, when I first became involved with Farm Sanctuary, I felt a bit like an outsider breaking into a very tight community.  I was newly vegan and, while familiar with the issues facing farm animals, hadn’t participated in the animal rights movement at such depths.  My experiences and motivations may have been questioned at times, which initially left me feeling somehow not vegan enough, or maybe not activist enough.  Interestingly, and perhaps ironically, I now find myself on the other side of this, struggling to be patient with those who haven’t made similar transitions in their own lives.  And then I remember, as Gene wisely points out, that we are most successful when we are able to meet people where they are.  Just like he met me where I was, once upon a time.

What advice / tips would you give to people who find it hard to cope with living in a world where the vast majority of people eat meat and so many farm animals are suffering and dying every day?              

Before I became involved with Farm Sanctuary, I actually used to lie awake, unable to shake images of animal cruelty.  I would have tears in my eyes, and would just stare at the ceiling.  I felt helpless, like the issue was too big and I was too small.  When I began spending time taking action on behalf of farm animals, when I sat with them in their own environment, I was finally able to breathe.  So my advice to anyone feeling helpless – activate.  Get even closer to the issue.  Become part of a community that cares and that is taking action on behalf of these incredible souls.

How did you learn about Farm Sanctuary, and why (and/or how) did you get involved?

Many years ago, I attended an animal welfare philanthropy conference where Gene participated on a panel.  He spoke early, maybe first, in a soft tone, telling stories of individual animals and allowing us to picture the beauty of what happens when farm animals find sanctuary.  He was followed by two or three other speakers, I honestly don’t remember, as I needed to leave the room.  When the next speaker began, and the horrifying images started to hit the screen, it was too much for me to process.  I waited outside in the hallway, listening, but not watching.  That was probably the first time that I thought seriously about needing to engage in some level of work on behalf of farm animals.  And while I absolutely acknowledge the impact that those other speakers and images had on me, it was Gene’s focus on the animals as individuals and ambassadors that truly spoke to me.

Has there been a specific animal who was special to you?

That’s easy – Snickers [lead photo of interview].  Snickers steer was the first resident of Farm Sanctuary to welcome me to the farm.  I treasure my picture with this amazing ambassador, he was an incredibly gentle soul and will forever be my reminder of my awakening to the plight of farm animals.

Do you have a favorite resident at one of the sanctuaries, and/or do you have a special affinity for a certain species of farm animal?

I can honestly say that I love every one of the Farm residents, even the bull who MAY have chased Susie and me over a fence one blazing hot afternoon.

image1If I were to pick … I really love goats.  I would live among the goats, with the full understanding that my pockets would be picked and my coat sleeves chewed until eternity.

What is your cookbook or recipe?

I am a huge fan of Terry Walters and the Clean Food cookbook.  Her lentil soup recipe is amazing!  My sister and I had the pleasure of joining her for a clean food cooking/yoga weekend and everything was plant-based, gluten free and pure awesome.

 

 

What is Real Courage?

Meat eaters love to change the subject and complain about vegans’ sense of smug superiority. But I can say it is very likely that I truly am superior to most everyone reading this: I have made more mistakes.

I stopped eating animals back in the 1980s. In the years after that, I made an absurd number of mistakes. Probably the main reason I wanted to publish The Animal Activist’s Handbook is to try to help others avoid at least some of the mistakes I made.

One of my biggest mistakes was lacking courage, but perhaps not in the way you think.

Over the years, people advised me to say I was vegan for my health. “That way,” I was told, “people won’t be threatened by you. Everyone cares about their health, so they won’t feel judged.”

Of course, I didn’t go along with that. I protested, “But I’m vegan for so many reasons! The Animals! The Earth! Human health!” Back then, our attitude was to “win an argument with a meat eater” (the title of a famous poster of the time). The approach was to try to overwhelm a meat eater with an endless list of what we believed were “facts,” which simplified to: all ills in the world, from impotence to hunger to ozone depletion to serial killings, were all because of meat.

Do you see the problem? It was all about me: Why I was vegan, how I was so right, how I needed to win an argument, because meat eaters were so very wrong, wrong, wrong!

Now, in sympathy with Young Matt and the rest of us back then, there really was no other example. We all spouted endless claims of water usage and declining fertility. No matter how absurd a claim, if something sounded even vaguely anti-meat or pro-vegetables, we parroted it like the indoctrinated missionaries we were.

On a basic human level, this is understandable. We were a tiny minority, surrounded by meat eaters – meat eaters who often mocked us. You can see why we were so eager, so desperate to justify ourselves, to strike back, to try to belittle those who belittled us, to win.

Of course, looking at it rationally today, each of us knows that any discomfort we experience is nothing compared to what farmed animals endure. But to be able to take the animals’ perspective would have required me to think beyond myself and my self-interest.

I regret my lack of courage, my inability to get past my need to justify myself, praise veganism, and blame meat eaters for every ill.

Of course, if you had pointed this out to me back then, I would have been outraged: “I am courageous! Do you know how hard it is to be vegan in the world? Look at this sheet of ‘facts’: meat eating is terrible!”

My interactions with meat eaters consisted of preaching an endless stream of horrors, pontificating: “You are causing all this! You need to be Just . . . Like . . . Me!” It was so important to chant, to insist, to promote and pursue purity – much more important than working constructively to bring about actual change.

Don’t get me wrong! I’m not saying that being vegan isn’t good or important. But however important our personal, day-to-day choices are, choosing effective advocacy for the animals is far, far more important. However much good we accomplish by being vegan every day of the rest of our entire lives . . . well, we can do more good than that in just an hour of honest, psychologically-sound activism – or in just a minute, by donating to effective advocacy.

To really accomplish good in the world, we can’t be like Young Matt. We can’t focus on what sounds good to us. We can’t just rattle off facts that we find compelling, repeat anything that seems to justify our veganism, latch on to the latest “study” that “proves” what we want to believe.

And we can’t just “do something, do anything.” Instead, we have to look at the overall, real-world impact of our advocacy, and compare those consequences to other alternatives we could pursue with our limited time and resources.

This isn’t easy, in part because it is just so easy to fall into the trap of thinking, “People are selfish, I’ll appeal to self-interest!” Or taking anecdotes as data: “Marcie went vegan for reason X, so everyone must promote X!” Effective advocates look beyond what we think or what motivates us and those around us. We need to put aside what makes veganism sound good to us and focus on what will move non-vegetarians to take steps that actually end suffering.

For example, we can’t focus on something that seems non-controversial, something that seems to appeal to everyone, if doing so might encourage someone to stop eating big animals and instead eat more birds and fishes; anyone who just gives up red meat causes much, much more suffering.

In other words, we must consider all the actual consequences of our advocacy.

I don’t mean to preach. I wasted so many opportunities; turned off so many people. It took me years – and the help of truly courageous people – before I could set aside my insecurities and ego and personal needs, and focus instead on practical, realistic advocacy that actually helps animals.

Yet I don’t know what I could have said to Young Matt. Three decades ago, I was so angry, so filled with the odd combination of insecurity masked by self-righteousness.

It was an intoxicating siren song. It still is.

But let me leave you with a few decades of data: Since I came to the first March for the Animals in 1990, I have met hundreds of vegans who burned with an absolutist flame. Many of them loudly attacked other vegans as pathetic sell-outs, gutless compromisers, collaborating capitalists, and welfarists.

MattChicago2016Few of them are around today. There are, of course, new adherents, new screamers and chanters, new Young Matts. But if you look, you’ll actually see a number of truly courageous people, people who have put aside their ego and are focused on helping the animals as much as possible, every day.

I hope you have more courage than I did, and will join with those who go beyond self-interest. Instead, we can do the real, concrete work: day-to-day, person-to-person outreach that is actually helping animals, literally changing the world.

-Matt Ball

Originally published in The Accidental Activist