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Tactics In Practice The Science Of Making And Keeping Veg*ns

#tactics #behaviour_change #research/faunalytics #diet-change #strategy #retention

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In this deep dive, we use research and visual guides to walk you through the process of encouraging new people to go veg, and strategies for helping them stay veg.

Welcome to the sixth edition of Faunalytics’ Tactics In Practice, a series of resources where we explore the science behind different animal advocacy interventions and strategies and how you can make the most of them for animals. In this edition, we’re taking a close look at the process of making new veg*ns (vegetarians and vegans), and how we can retain them.

What’s Up With U.S. Veg*nism?

“We need to look at the data instead of assuming vegan and vegetarian numbers are growing.” — karol orzechowski, Faunalytics

The percentage of U.S. adults identifying as vegetarian or vegan (a group we call “veg*n”) hasn’t significantly increased, despite the rise in vegan and vegetarian options in stores and restaurants.

Faunalytics is driven by data, even when the data comes back to us with its tail between its legs. The growth of vegetarianism and veganism in the U.S. is one of those moments. Much as we’d like to say otherwise, the percent of adults who are veg*n hasn’t significantly increased in decades.

True, there are plenty of optimistic reports on vegan food sales or occasional surveys about vegan numbers going up. But this doesn’t necessarily mean the number of veg*ns is rising. For starters, several challenges make comparing surveys difficult:

One of the most well-known U.S. research organizations, Gallup  has polled on vegetarian and vegan identity for over two decades. Their most recent data, from 2023, shows that 4% of U.S. adults identify as vegetarian and just 1% as vegan, a decline from 5% and 3% in 2018. Earlier Gallup polls found similarly low rates of vegetarianism, with little change since 1999.

The Vegetarian Resource Group (VRG) has also conducted surveys since 1994. While methods differ, their findings align with Gallup’s: limited growth in plant-based eating.

This isn’t all bad news. The number of veg*ns is far from the only societal metric that indicates benefits to animals, but it’s still worthy of consideration. In this resource, we set out to answer the age-old animal advocacy question: how can we make (and keep!) a veg*n?

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We’re Adding New Veg*ns, But Most Don’t Stick With It

“I wish I had understood sooner just how hard it is to persuade people to change. The lapsed vegan and vegetarian numbers show we need data to guide us.” — Che Green, Cultivate Insights

In 2014, Faunalytics conducted a pivotal study revealing that for every one person surveyed who was still veg*n, five had tried the diet but reverted to their previous eating habits.

10% of all respondents had attempted a veg*n diet and given up, compared to 2% who were veg*n at the time of the survey. If this ex-veg*n rate held true using the most recent census data for mid-2024, it would equate to over 26 million people.

Many of these “ex-veg*ns” weren’t motivated by animals, didn’t try it for very long, or may have been influenced by trends more than ethics. Still, this study should demonstrate to the movement that we need to take veg*n retention seriously. If we work harder to make new veg*ns more comfortable with their new eating habits, they will be more likely to maintain a cruelty-free diet. In a piece of good news, people who attempted a veg*n diet ate less meat after quitting the diet and 37% would consider trying again, meaning that these failed attempts still yield some benefits.

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People Prefer Small Actions To Major Change

“Advocacy isn’t only about diet. Deep conversations and policy asks can move people who might resist vegan messaging.” — Eva Hamer, Pax Fauna

Many of us have been veg*n for so long that we might have forgotten the difficulties of the initial stages: trying a plant-based cheese, scouring food labels in the grocery store, searching for yummy recipes, and, of course, dealing with uncomfortable questions from friends or family. Changing one’s diet is a huge transformation, especially a diet associated with identity.

Compare this to the effort required to vote for a ballot initiative, sign a petition, or support Meatless Mondays in schools. It’s no surprise that far more people are willing to take these smaller actions than to adopt a veg*n diet. Ballot initiatives, petitions, and Meatless Mondays can also reduce suffering and death for a vast number of animals. This is why many advocacy groups and funders have shifted their focus to institutional change rather than dietary outreach. The good news is that starting with smaller asks, such as signing a petition, may make people more likely to agree to larger behavioral changes later on. Don’t be afraid to start small.

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The Bottom Line

Changing minds and dinner plates is hard. Even if you started scarfing down cashew cheese the first time you saw a dairy farm investigation video, most other people aren’t in the same boat. This means we as a movement need to be very mindful and purposeful when we pursue diet change, and consider all of the diverse barriers and motivations for reducing animal product consumption.

Don’t fear, we have some evidence-based ideas for you to try. Check out this infographic to give you a framework to make a new veg*n, and read on below for more detail on each step in the process.

1. Research

Learn What Works And What Doesn’t

“Understanding behavior change through research is essential. People often move in steps rather than all at once.” — Chris Bryant, Bryant Research

We must use research to understand our audiences. A common mistake animal advocates make is assuming that what worked for them will work with others. Not all of the people you are trying to reach think the same way you do, however. If they did, they’d already be vegan! Developing plans based on what you assume works can often lead to less effective decisions. Research reveals what actually is most likely to succeed.

Research also helps you identify what’s working and what’s not for existing campaigns and programs. Evaluating your efforts with research is one of the smartest ways to ensure your resources make the greatest impact for animals. For example, Animal Equality partnered with Faunalytics to measure how its 360-degree virtual reality video affected pork consumption by college students. Interestingly, the study found that traditional, more affordable 2D videos were as effective as the 360-degree technology in influencing change.

Research tells the truth about where we are. A lot of people are surprised that the number of vegetarians and vegans hasn’t increased much and that the number of lapsed veg*ns is so high. Learning these facts has motivated many organizations to shift focus from individual to institutional change through corporations and government to create even more impact for farmed animals.

Advocates need to stay up-to-date on the latest research, including tactics on how to apply it to their work or how to conduct it themselves. Faunalytics makes research understandable and actionable even if you’re not a research expert.

Next Steps:

Include planning and budget for evaluation when developing or monitoring campaigns. Explore opportunities with The Mission Motor for assistance with your evaluation.

2. Rank

Prioritize Smaller Animals

Because fishes and chickens are so much smaller than cows, pigs, and most other farmed mammals, many more individuals are killed to provide a similar amount of food. In fact, it takes more than 200 chickens to provide as much meat as one cow. The number for sea animals is even higher. More than 750 fishes and 31 thousand shrimps are equivalent to one cow! As a result, in the U.S., more than 9.5 billion chickens were slaughtered in 2022 compared to nearly 35 million cows. Fishes aren’t even measured as individuals, meaning we only know how many tons of fish were killed: more than 4.2 million. But according to some estimates, it easily exceeds even the astonishing number of chickens killed.

Some have hypothesized that health and environmental arguments can unintentionally push people away from beef and pork toward chickens and fishes, thereby increasing the number of animals killed. A meta-analysis of outreach interventions, however, found no consistent evidence that advocacy campaigns are causing this substitution effect. Some studies did show increases in small-bodied animal consumption while others showed decreases, producing an overall null result.

This variation matters for strategy. Advocates should recognize the broader risk while also noting that current outreach does not appear to have systematically worsened the problem. The findings of the meta-analysis highlight that one promising way forward is the use of choice architecture. This involves structuring environments so that plant-based foods are easier to choose, without limiting consumer freedom. For example, dining halls and restaurants might offer a plant-based “dish of the day,” or retailers might display plant-based meats directly next to animal-based options. Evidence suggests that such nudges reduce consumption of small-bodied animals, and they are very unlikely to increase it. For this reason, choice architecture appears to be a safe bet for advocates seeking to address the small body problem while still moving people toward more plant-based diets.

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3. Refine

Target And Tailor Outreach

“The biggest wins come when we create an open, welcoming space that brings everyone along, no matter their reasons for eating plant-based.” — Jill Eckart, Physicians Committee For Responsible Medicine

There is no magic message or “one size fits all” approach to effectively inspire people to become veg*n. You can get better results by focusing on specific subgroups of the population and tailoring your outreach to their needs. We tested this ourselves at Faunalytics by analyzing U.S. demographic groups and their openness to diet change (among other pro-animal actions).

The results speak for themselves: students are the most open to becoming vegetarian and are the second most receptive group to veganism. Black Americans are the most willing to go vegan. Apex Advocacy, Black Veg Society, Afro-Vegan Society, and others along with long-term advocates such as Tracye McQuirter are advancing authentic, culturally appropriate outreach in communities of color.

Psychographic factors such as attitudes, beliefs, and lifestyles can be even more influential. For example, people concerned about climate change are more than twice as likely to consider animal-friendly actions. It’s easier to inspire those already inclined toward plant-based diets than to persuade resistant individuals. A potentially promising opportunity lies in re-engaging former vegetarians and vegans, more than a third of whom would be likely to try again.

Once you’ve identified your target audience, choose asks, messages, and outreach methods that resonate with them. Consider partnerships that could strengthen your efforts. Different groups, such as college students interested in the environment or middle-aged men with high cholesterol, have different motivations. Help them see the relevant benefits of veg eating without overwhelming them with every possible reason. If they try veg, you can provide additional messages over time to reinforce their commitment.

Organizations can use research to craft effective campaigns and programs. Individual advocates can not only review research, but also listen when engaging people directly to learn what matters most to them.

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4. Relate

Meet People Where They Are

Advocating for reducing animal product consumption, not eliminating it, can be a win for farmed animals. As early as 2007, Faunalytics research showed that nearly one-fourth of the adult population said they were likely to reduce their meat consumption by half, while only 7% were likely to eliminate meat entirely. Our 2020 study also showed an advantage in promoting meat reduction. It found that 26% of people who watched a reduction messaging video ordered a veg entree after, as compared to 19% who watched an elimination messaging video. Four times as many people were interested in taking a reduction pledge as opposed to a vegetarian pledge.

Since then, additional research has confirmed the potential of advocating for meat reduction.

Taken together, the research shows that an overnight switch to veganism based on a “go vegan” message is pretty rare, when compared to gradual, semi-perfect diets. Whether you are advocating for veganism or reduction, think about how to help people evolve over time if they’re not ready for an immediate change.

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5. Reach

Use Effective Outreach Methods

We want to invest our limited money, time, and energy in what works best to create change for animals. In a landmark 2022 study, Faunalytics tested 16 types of advocacy to determine which had the most impact on changing behaviors and attitudes toward farmed animals. This two-part study explored influences on dietary change and willingness to sign petitions for better welfare. News articles, social media posts, classroom education, and meat-free challenges showed the most influence. Protests, whether disruptive or non-disruptive, were least effective in promoting diet change. (However, they may be helpful for other goals, such as pressuring corporations or bringing new advocates into the movement.)

Results varied for meat-reducers (reducetarians, pescatarians, and vegetarians) compared to full meat-eaters (omnivores). For example, news articles and social media posts reduced self-reported animal product consumption for people who identify as part of a meat-avoiding group, but not for full meat-eaters.

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6. Reinforce

Encourage A Commitment

“People are far more likely to stick with change when they make a clear pledge or commitment.” — Allison Troy, Faunalytics

Extensive research across various behavior change efforts shows that people are more likely to take action when they make a pledge or commitment. Individuals who commit to a small action are more likely to agree to a bigger action later than those who did not make a pledge.

Faunalytics tracked more than 200 new veg*ns over six months to identify what made them more likely to stick with their new diet. The level of commitment at the beginning of the study (how sure participants were that they would continue the diet) was a significant predictor of whether they maintained the diet or abandoned it. Pledges can help create accountability and follow-through.

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7. Retain

Support New-To-Veg Eaters From The Start

“Make plant-based eating easy and tasty. The simpler it is, the more people will stick with it.” — Brian Kateman, Reducetarian Foundation

With potentially five times as many former veg*ns as current ones, it’s crucial to develop strategies to help people stay on track. The best time to do this is during the planning phase of a new campaign or program. However, you can also incorporate retention efforts into existing initiatives.

While people may be motivated to eat plant-based for health, environmental, or animal welfare reasons, research found that people lapsed due to dissatisfaction with food (32%), health concerns (26%), discomfort in social situations (13%), and perceived inconvenience (13%). About a third of lapsed veg*ns maintained the diet for three months or less, and slightly more than half stuck with it for less than one year.

Let’s take a page from the business world: it’s far easier (and cheaper!) to retain a client than to gain a new one. We need to invest time and energy into ensuring new veg*ns are as satisfied as possible, especially around their relationship with veg*n food. Tasty products, exciting recipes, how-to guides, and more nutritional information can help new-to-veg people keep going.

Next Steps:

Need help on how to measure your results? Read our tips on how to design a study. Come to virtual office hours if you have questions.

8. Re-Engage

Invite And Assist Lapsed Veg*ns To Try Again

Former veg*ns could be a fruitful target for your outreach efforts. In 2014, Faunalytics found 10% of U.S. adults were former veg*ns and many were inclined to try again. More than a third of former veg*ns were interested in re-adopting the diet, which is more than 9 million people. A majority of them said they were likely or very likely to do so, with health being the primary motivator.

People who are already positively disposed toward veg eating and already have experience with diet change should be easier to re-engage than those with less interest. This may be an under-tapped opportunity for our movement.

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9. Rejuvenate

Care For Yourself And Others

“Don’t get stuck in anger or perfectionism. Sustainable advocacy means caring for yourself as much as you care for the animals.” — Melanie Joy, Center for Effective Vegan Advocacy

The challenges of becoming vegan, staying vegan, and advocating for veganism are significant. Psychological stress can be a major factor for animal advocates. Advocates may struggle with feeling overwhelmed or hopeless, or worry that their individual efforts aren’t enough. It’s crucial to monitor and prioritize your physical and mental health. Connecting with like-minded individuals can reduce feelings of isolation and provide practical and emotional support.

Not only is burnout a topic Faunalytics has dealt with and highlighted but it affects the entire movement. Our research has shown that 21% of former advocates left organizations because of burnout. We can do better.

Organizations that foster a “martyrdom culture,” where working long hours is seen as a source of pride, should reevaluate their policies and practices. Additionally, we need to prevent the discrimination and harassment that disproportionately harm women, BIPOC, and others in the animal protection movement. It’s essential to support our colleagues if we are to change the world for farmed animals.

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10. Redirect

Consider Systemic Alternatives To Individual Diet Advocacy

“If you can move institutions, they’ll move many other people for you.” — Tobias Leenaert, ProVeg International, The Vegan Strategist

Of the 14 barriers to veg*nism we tested in 2022, at least eight of them are systemic in some way, such as cultural influence, stigma, cost of veg products, not a strong enough veg*n network, and more. Because of data like this, many organizations are shifting from individual outreach to systemic work: changing menus, lowering the prices of veg options, changing legal standards, and more. These efforts can create changes in systems, norms, and culture that lead to more veg eating in the future. The idea is that by shifting cultural norms and food systems, we can lower the barriers for veg*nism for everyone.

Other advocates have become less interested in changing consumers’ minds and have shifted their efforts to producers by campaigning for higher-welfare farming practices, ballot measures, legal restrictions on farms, and more. These institutional approaches work by both helping animals in the short term while also checking the power of Big Meat.

We believe that all forms of advocacy are necessary. We need a movement addressing systemic issues while also talking to individuals about their decisions and behavior. Long-term change needs to be fought on multiple fronts.

Next Steps:

Creating lasting change for farmed animals requires a thoughtful, research-driven approach. While the number of veg*ns in the U.S. hasn’t significantly increased, that doesn’t mean progress isn’t happening. By understanding why people lapse, tailoring outreach to specific audiences, and supporting new veg*ns with practical tools and resources, advocates can help more people make and maintain compassionate dietary choices.

Put These Findings To Work For Better Results

This article contains a wealth of information to help you enhance your impact. Here are just a few ways you can move from learning to getting results:

For Organizations

For Individual Advocates

How are you going to use this information? Please share your thoughts in the comments below. We’d also love it if you’d check back to let us know about the effects of changes you make. Get in touch any time at our Contact Us page.

Remember that Faunalytics offers virtual office hours to help you understand, apply, and conduct research. Please connect if you have questions on this resource or other data needs.

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Faunalytics would like to thank the following individuals for contributing their thoughts to help shape this infographic and article:

Björn Ólafsson; Dr. Jo Anderson, Carleton University; Chris Bryant, Bryant Research; Jill Eckart, Physicians Committee; Christopher Eubanks, Apex Advocacy; Eva Hamer, Pax Fauna; Melanie Joy, Beyond Carnism; Brian Kateman, Reducetarian; Tobias Leenaert, ProVeg International; David Meyer, Humane America Animal Foundation

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