A more impactful movement for animals

ANIMALS

MEAT

ENVIRONMENT HEALTH

HUNGER

EFFECTIEF ALTRUISME VLAANDEREN

© Carl Warner open-mindedess empathy rationality positivity

open- mindedness

• is… • You’re not vegan if you… • Vegans are… • Meat eaters are…

improve Open-mindedness

• Have I thought about this thoroughly? • What info am I missing? • What are my biases? • Practise slow opinion

empathy

Empathy? Seriously?

Empathy

• Having an open mind • Listening & asking questions • Building rapport • Trying to understand To be more empathic

1. Understand the situation we’re in. Why do most people eat meat? because Why do most people eat meat STEAKHOLDERS You are special (yes!)

To be more empathic

1. Understand the situation we’re in. 2. You don’t have all the info

To be more empathic

1. Understand the situation we’re in. 2. You don’t have all the info 3. Remember that empathy works rationality vegalomania

On purity 100% vegan 99% vegan 95% vegan 100% vegan Who’s vegan?

You’re not You’re not You’re not You’re not You’re not vegan! vegan! vegan! vegan! vegan!

95% vegan

tl1 Slide 77 tl1 tobias leenaert, 8/25/2018

99% vegan

Your meals in a year Your meals in a year

99,7% I’m not worried about My mom making me eat stuff Confused waiters Watering down veganism A© Carl Warner98% vegan world I’m worried about alienating meat eaters alienating vegans recidivism signaling

vegan not vegan vegan 14%

+2.7% 12%

10%

8%

6% Market Share Market

4%

2% +0.1% +0.2%

0% Milk Meat Cheese 2018 2017 Source: Nielsen custom defined data set, xAOC + WFM, 52 weeks ending 8/11/18.

expectations from yourself from others behavior private public consistency with rules with goals

Your impact on

What you eat

Your impact on what others eat What goes into your mouth is less important than what comes out of it.

positivity

“Optimism is a moral duty” (but don’t be naive)

“Those who deserve love the least need it the most.”

We are the first species

to question our own diet Homo erectus Homo sapiens Modern humans -1M -100K

/veganstrategist

END Two phases 1. Facilitating compassion Ensure a fertile breeding ground for veganism

2. Growing phase Zoom in on and moral obligations. See the number of “true vegans” grow 1 2 Pragmatic/non-moral Ideological/moral Reduce For any reason For the animals Increase skills Become active Focus on the Focus on personal environment/alternat ethics (anti- ives ) Ideological/go vegan

• Audiences that are open (young people, students, people who are into animals…) • Audiences that are already well on the way (serious reducers, vegetarians) • People who are interested in having a philosophical/rational debate about the topic • And now and then… animals

environmt

health motivation variation

No reason

M. Monday demitarian vegetarian veganish vegan

behavior 4 ways to be pragmatic

• The call to action • The arguments we use • Focus on the environment • A relaxed definition of veganism factors moral non-moral CHANGE two starting points attitude behaviour attitude behavior

animals

environmt

health motivation variation

No reason

M. Monday demitarian vegetarian veganish vegan

frequency animals

environmt

health motivation variation

No reason

M. Monday demitarian vegetarian veganish vegan

frequency The narcissism of small differences Distinctiveness threat

• “People like to be seen in terms of identities important to them. Being seen in terms of other identities, especially erroneous ones, can evoke “categorization threat“. We also do not like it when another group is so similar to ours, because it undermines the very essence of what our group is that makes us different and special. In other words we tend to be most sensitive when the other group actually is similar to our own (…). Groups that are too similar to our own can therefore threaten the unique identity of the group: “distinctiveness threat“. Some have even argued that having a distinctive group identity is even more fundamental than avoiding a negative one.”