In many ways, I can’t believe I’m writing this: it’s been a decade since I joined Faunalytics. It’s a milestone I never imagined would arrive so quickly, and yet here I am reflecting on the past decade of the organization’s — and my own — evolution as an animal advocate in that time. 

When I first started with this humble team, there were just three of us: Founder Che Green, Research Director Kathryn Asher, and myself. Using data to guide animal advocacy efforts wasn’t mainstream within the movement just yet — it was a concept on the periphery, intriguing but still unfamiliar. Now, ten years later, I’ve been incredibly lucky to witness (and take part in) how data-driven advocacy has evolved and become crucial to pushing forward animal protection efforts across virtually every cause area that we care about.

Over the years, I’ve learned more than I could have imagined, and not just from writing and editing literally thousands of summaries of studies that make up our Research Library. I’ve learned from our ever-growing staff, from the organizations that we’ve worked with, and from moments of uncertainty and deep digging — not just about data-driven advocacy, but about resilience, the power of knowledge, and how to make change in a world where the odds are often stacked against us. Below, I offer ten lessons I’ve picked up along the way that have shaped the way I work today. My hope is that they’ll resonate with advocates, new and experienced alike.

1. Data Are More Than Numbers — They Are A Tool For Empathy

When I joined Faunalytics, I was coming to the end of a long period of a different kind of animal advocacy: I had been a filmmaker and an investigator, and I had experienced animal exploitation viscerally and first-hand. At first, shifting towards working with data and research felt like a purely logical, somewhat sterile shift. However, it didn’t take long for me to realize that data can be one of our strongest tools for connecting with others on a deeply emotional level. Numbers can be abstract for sure, but with the right context wrapped around them, people listen. Every data point represents a life, an experience, or a moment in time that matters. 

When I was touring with Maximum Tolerated Dose (my documentary on the toll of vivisection), I would often say that I don’t see the animals used in research as 100+ million animals in aggregate — I see them as 1+1+1+1+1. Even though my work has involved crunching numbers at a high level, I never forget to check the abstraction. We’re not just crunching numbers; we’re representing living and breathing individuals. 

2. Sometimes The Bad News Is What We Need To Hear Most

A key guiding principle in Faunalytics’ work is to follow the data. People often ask us what we think, and while opinions among our staff might vary, we are steadfast in our commitment to listening to the data. What was effective a decade ago doesn’t always hold up today. Our work has to evolve constantly with new research, social dynamics, and changing technology. 

When I was hired in 2014, we were just on the cusp of releasing our (still to this day) most (in)famous study, which found that 84% of new vegans/vegetarians gave up their diet within two years. It was a study that many animal advocates had a visceral reaction to, and wanted to dismiss because it was telling us something we didn’t want to hear. While the study wasn’t perfect (and we’ve since run the study again, finding similar, though more nuanced, results), it did identify the key problem of retention, something the movement now knows is crucial for long term movement building — and since then, it’s become a key focus of both our Original Research and our Research Library.

3. Data Has the Power to Build (Or Break) Us

Earlier in my career, I didn’t give any credence to how much influence data could have on the success of advocacy campaigns. Indeed, one of the last investigations that I was a part of had a public campaign release that I would consider a flop. Years of work and trudging through the muck on farms in the middle of the night, witnessing animals in severe distress to capture the footage necessary… it all just vaporized. It didn’t seem to move the needle whatsoever. 

Now, I see that a well-executed campaign can be the deciding factor in whether an issue garners widespread support or fades into the background. For animal advocates, this means presenting the right data, at the right time, in a way that motivates people to care. Good data can spark conversations, and even shift public opinion. But poorly presented or misinterpreted data can do the opposite — it can dilute the urgency of an issue, create misunderstandings, or harm our credibility. This has taught me the importance of rigor in every piece of data we publish.

4. Collaboration Beats Competition

Whenever resources are limited, it’s natural to feel like we have to compete for attention, donations, or “market share” in the advocacy space. One of the unique aspects of working for Faunalytics has been seeing just how much collaboration is key to our mission. Working together creates exponentially more impact. Collaboration means we can share ideas, amplify each other’s messages, and reach new audiences. I’ve seen firsthand how pooling knowledge can lead to breakthroughs. 

Our Executive Director Brooke Haggerty has been crucial in putting this idea forward, as was Che Green before her. I’m thankful every day that Faunalytics has leadership that doesn’t just see the value in collaboration — they see it as a lynchpin of what we do.

5. Self-Care Is Non-Negotiable

Sometimes it feels like our movement talks about burnout more than we actually do things to avoid burnout, but let me repeat from experience: burnout is a real threat in advocacy work. When you’re so passionate about making a change, it’s easy to overextend. In recent months, burnout has impacted Faunalytics in a real way, and it’s given us all pause. As a team, I would say that we’ve always taken the specter of burnout seriously… but learning about burnout doesn’t necessarily mean you will know exactly what to do when you get there. As we arrived at a place where our Research Director departed because of burnout issues, we’ve shifted into a period of reflection on what we can do better. 

Taking care of yourself isn’t selfish; it’s vital for long-term success. Learning to set boundaries, prioritize mental health, and stepping back when needed is easy to understand in the abstract, but hard to put into practice. We need to keep working on it.

6. There Is No One Best Approach

One of the most common questions Faunalysts get is “what’s the best way to get people to go vegan?” Everyone wants a magic bullet, a single approach that will work for everyone, everywhere. After a decade of being at Faunalytics, I can comfortably say that anyone looking for a single, catchall approach, can stop now: the truth that we find over and over and over again in the data is that there’s no such thing.

Whether we’re talking to policymakers, the general public, or fellow advocates, the way we communicate our message can determine its reception, and indeed, the underlying content of our message needs to actually resonate with the intended audience. We have to be strategic. Sometimes that means simplifying complex data, other times it means diving deep into details for a more academic crowd.

7. Critiques — And Responding To Them — Are Part Of Growth

I believe in the work Faunalytics does with my whole heart, and it can be difficult not to feel personally defensive about critiques, especially when they are leveled quickly or without actually engaging with our work. Still, I know that feedback — especially constructive criticism — only makes our work stronger. Self-reflection and self-critique have become a fundamental part of my process, whether it’s about my public-facing work or my work within our teams. Refining our methodologies, questioning our assumptions, and always striving to be better is what we’re all about, and I’ve taken to seeing constructive critique as a gift. 

This process also includes responding to public critique when necessary, explaining things that may not be clear, and putting effort into the increased understanding of our work. We don’t need to take criticism quietly, and in fact, being asked to respond helps us to grow as advocates, to refine our messaging, and to be better communicators.

8. Small Victories Are Worth Celebrating

Animal advocacy is a field where change can feel slow and setbacks can seem common. It can be disheartening to not see that big revolutionary change, especially when going vegan (for example) can feel like such a revolutionary moment for most people. 

Acknowledging small achievements can help boost morale and reminds us that progress is happening. I will add that this goes from the top level of celebrating “movement wins,” all the way down to the team level at our org: from reaching a fundraising goal to publishing a new study or resource, we celebrate these achievements with each other regularly. Recognizing these milestones gives us energy to keep going. 

9. The Importance Of Patience Can’t Be Overstated

In my early years, I wanted to see change overnight. I would pour my energy into projects, expecting immediate results. But advocacy doesn’t work that way, especially when it’s based on shifting cultural attitudes that are so deeply ingrained. Real, meaningful change often happens slowly, through consistent, sometimes invisible work. Patience is essential, both with ourselves and with the process. The small, steady gains we make — like shifts in public opinion or policy changes — can add up to monumental progress over time.

If I’m honest, I still want revolutionary change for animals, yesterday! I would love to see the world where our relationship with animals is completely different than it is now, rooted in empathy and a shared existence on the planet. But I also recognize that, whether I live to see it or not, I’m participating in a relay race, and will pass the baton after I get as far as I can. 

10. Advocacy Is About Hope — And Keeping It Alive

Animal advocacy isn’t easy — neither is maintaining hope in the face of such tremendous suffering. But if this journey has taught me anything, it’s that advocacy is ultimately about keeping hope alive. It’s about believing in a future where animals are treated with respect and kindness, even when that future feels far away. Our team channels hope into research and education. Hope is what pushes us forward, helps us find resilience, and unites us in the fight — with all of you reading this — for a kinder world.

A Change Of Title, But Not Of Purpose

For the last ten years I have been called a Content Director. When I started with Faunalytics, the word “content” had a different connotation than it does now. I’ve always had mixed feelings about referring to Faunalytics work as “content” — how can we refer to a well-researched report on a specific animal industry with the same word we would use to refer to an influencer’s Instagram live video? It never quite sat right with me. There is nothing wrong with being a content creator — but that’s not the nature of what Faunalytics is or does.

At the last Animal and Vegan Advocacy conference in DC, I had a breakthrough as I spoke with advocates from around the world about our resources. It was a word I used over and over, and as I kept repeating it, I realized that’s what Faunalytics is producing. We are not generating content for the sake of it. Each Faunalytics publication is a resource that has had thought and care put into it, and we hope you use and engage with them at that level. I understand that to some, this might seem like an issue of semantics. But being Faunalytics’ resident Librarian for the past decade, I’ve often thought of the parallels between us and a physical library. Would you go to a library and say you are checking out some content? 

As the field of animal advocacy has grown, so too has the demand for reliable, in-depth, research-backed resources. Today, advocates are looking not only for content, but for insights, tools, and strategic guidance grounded in rigorous research. My new title of Resource Director helps us to be more specific on the nature of who we are, and what we do, and about my role in particular.

Looking To The Future

Reflecting on the ten lessons above, I feel grateful for every experience, every challenge, and every person who’s been part of this journey. For anyone who has ever taken the time to let me know they appreciate my work — and likewise to those who have critiqued my efforts — thank you. I’m especially grateful my fellow Faunalysts who have helped to shape me into the advocate I am today, and to the core leadership team I’ve worked with so closely for so long: Founder, longtime Executive Director, and current Board member Che Green; former Research Director Jo Anderson; and Executive Director Brooke Haggerty. I am so lucky to have your mentorship and support.

As I look forward to the next ten years of Faunalytics, I have a renewed sense of purpose and excitement. Faunalytics has grown in ways I never imagined — our team has grown by several hundred percent in the last five years alone! Today, there are more people, more tools, and more knowledge available than ever before to drive change for animals. My hope is that the next decade will bring even more collaboration, innovation, and growth in this movement. As ever, I’m ready to do my part.