Click here to see the full #GameOnVeg infographic
Please note that there are many limitations to the findings shared in an infographic like this. For details and to assess the validity of the data, please refer to the sources provided below. In addition to information on “how to make and keep a vegan,” the research also addresses how to reduce meat consumption and the suffering of farmed animals. The underlying studies differ when it comes to the population studied and geography, which may limit how much the findings can be generalized to a wider audience.
Delicious Food… Familiar Ones, not Tempeh
- The single food photo was the most popular of the twelve.
- “Regular” people tested better than celebrities.
- The photos showing animal cruelty were least likely to engage the intended audience.
- The results were similar for people ages 24 and under and older audiences.
In another HLL study, about 800 omnivores age 18 and over reviewed a set of seven images from among 21 food photos that were tested. The foods ranged from rice and bean burritos to vegetarian “chicken” nuggets and tofu scramble.
According to HLL’s website:
- Familiar dishes that happened to be vegan were consistently ranked as most appetizing, most likely to be ordered at a restaurant, and most likely to be cooked at home…
- Tofu dishes and certain vegetarian meat dishes were least appetizing and least likely to be ordered.
Another HLL survey found that, for people who did not want to reduce their consumption of animal products, taste was the leading barrier. (See section on family and cost as barriers below for source.) This finding reinforces the importance of showing and sharing delicious food.
Sources: Report: What Cover Photos Make People Most Interested In Reading Pro-Veg Literature? and Report: Which Vegan Meals Do Omnivores Find Most Appetizing and Accessible? by Humane League Labs, 2014, 2015
Learn more: Full reports and data sets available from HLL here and here.
Individual Animals… Possibly Those That Are Sick Or Injured
- Photos of sick or injured animals were on average the most effective type of photo for causing people to want to stop eating animal products. These were followed by photos of animals who were dead or being killed, with photos of animals kept in tight confinement placing third.
- Photos of pigs were on average more compelling than photos of other species. Photos of chickens and turkeys were next most compelling, possibly because there is a greater availability of photos of diseased, dead/dying, and intensely confined chickens and turkeys than there is of cows.
- Photos of individual animals were on average more compelling than photos of groups of animals.
- Photos of baby animals who were suffering were on average more compelling than photos of adult animals (or animals that appear to be adults).
Source: Report: Which Farm Animal Photos Are Most Likely To Inspire People To Eat Vegan? by Humane League Labs, 2015
Learn more: Full report and dataset available from HLL.
No One Right Message but Animals for Younger and Health for Older Folks Most Likely
Faunalytics also found animals and health to be the top reasons – by a wide margin – that people cited as both primary and contributing reasons for becoming veg*n.
An exception might be when you are dealing with a very targeted audience. Animal advocates tabling at an environmental fair might lead with the planetary impact of meat production, for example. It’s also possible that as climate change and other environmental issues feature more prominently in the news and popular culture, this motivator will increase in importance for some people. Promoting environmental benefits may also help people who have gone veg*n (for other reasons) stick with the diet. (See the Messages and Identity section farther down.)
The common notion that younger people are more motivated by animal issues and older people by health concerns does have some research support, according to Veganomics. One study found (PDF) that 63% “of older current limiters [of animal products] indicated that health promotion was a very important reason when they initially started limiting animal products, while only 36% of younger current limiters indicated that health promotion was very important in their decision to limit animal products.” This finding was statistically significant. However, the same research found that “older and younger current limiters did not differ on any other reasons for limiting animal products,” including animal rights.
Why don’t we have more consistent, definitive data?
Because veg*ns are a small part of the population, it can be difficult or expensive to reach enough of them to draw meaningful or representative conclusions. The problem is even worse if you need enough veg*ns to analyze and compare subgroups, such as 18-35 year-olds vs. those over 35.
Although it is possible to reach a lot of veg*ns through online communities, the people at those sites that choose to participate in a survey are not necessarily representative of other veg*ns who don’t visit such sites. Also, most of the research to date has asked about what reasons veg*ns give now, which may have changed since they originally transitioned to the diet.
Lastly, most existing studies focus on evaluating what motivates veg*ns to make the change, such as animals, health and the environment. The research rarely includes testing on messages that are intended to help people overcome barriers.
This is an area that would benefit from investment in additional research.
It would be helpful to know more about which messages (animals, health environment, others) would be most compelling with different audiences. We need to get to a more detailed level, such as whether a health message should be about preventing disease, having more energy or maintaining a healthy weight for a specific audience. We also need to test messages that address barriers including taste and convenience.
Humane League Labs has done some research on presenting the animal message. See the following three links for more guidance in this area:
- Report: Is animal cruelty or abolitionist messaging more effective?
- Report: Large-scale survey of vegans, vegetarians, and meat reducers
- Veganomics Research-Based Checklist
Organizations can also test the specific messages they’re considering with members of their target audience. Faunalytics provides custom research services to help organizations get the most from their spending on campaigns and programs.
Emphasize How as Much as Why
Source: Report: What Elements Make a Vegetarian Leaflet More Effective? by Humane League Labs, 2013-2014
Learn more: Full report and dataset available from HLL.
Faunalytics conducted a survey of over 11,000 adults ages 17 and above. The research found that while 2% were currently vegetarian or vegan in their eating habits, 10% reported that they were former vegetarians or vegans.
As part of the same study, Faunalytics asked more than 1,100 former veg*ns the reason for their lapse. The most often mentioned factors were food and health, with 293 and 237 mentions, respectively. These findings suggest that advocates should help people who are new to veg*nism find enjoyable foods that fit with their lifestyles. People also need guidance on choosing options that make them feel healthy and energetic.
The other reasons mentioned for turning away from veg*n eating were social (120 mentions), inconvenience (115), cost (56) and lack of motivation (56). Most of these reasons also relate to the “how” of becoming veg*n and maintaining the diet.
Sources: Study of Current and Former Vegetarians and Vegans and Study of Current and Former Vegetarians and Vegans: Qualitative Findings by Faunalytics, 2014
Learn more: Full reports and datasets available from Faunalytics here and here.
Address the Top Barriers of Taste and Health
When Faunalytics analyzed the responses, 62% of meat-eaters mentioned issues related to taste preferences and “cravings.” Another 29% were most concerned about nutrition, health, and medical reasons. No other issue garnered more than 4% as the main barrier to plant-based eating. Veganomics cited similar reasons for people reverting to meat eating.
Source: Advocating Meat Reduction and Vegetarianism to Adults in the U.S., Faunalytics, 2007
Learn more: Full report available from Faunalytics. Humane League Labs conducted a large online survey. They reached respondents primarily through notices on Facebook pages relating to vegetarian eating, vegetarian meat products, and sociological research. For people who want to go vegetarian or vegan but had not, the leading reasons were convenience and family, followed by cost and taste.
For students, a key target for animal advocates, family was far and away the most cited barrier: Family 31%; Cost 19%; Convenience 12%.
Note that this information comes from people who have already shown interest in plant-based eating. The additional factors of convenience, family and cost can be good to “seal the deal” with people who are able to get past potential taste and health barriers.
Source: Large-Scale Survey of Vegans, Vegetarians, and Meat Reducers by Humane League Labs, 2013
Learn more: Full report available from HLL.
Gradual Steps Make it Doable
For many more people, however, the prospect of moving to a completely plant-based diet is so overwhelming that they choose to do nothing. That’s why efforts such as Meatless Monday, Veganuary, and others are important to help people start along the path. The good news is that people who adopt plant-based eating more slowly may actually be more likely to stick with it over time. Two studies support this conclusion:
When Faunalytics looked at current and former veg*ns, a large majority of former vegetarians/vegans (65%) said they transitioned to a veg*n diet quickly, in a matter of days or weeks. This is significantly more than the proportion of current vegetarians/vegans who transitioned over the course of days/weeks (53%). These findings suggest that most vegetarians/vegans transition quickly, but also that people who transition quickly are less likely to maintain.
The study also found that 43% of lapsed vegetarians/vegans said they found it too difficult to maintain a “pure” diet. Sometimes we may save more animals and help more people by helping them get to something less than 100% veganism. In Veganomics, the author shares the estimate that “Vegetarians do almost as much good for farm animals as vegans. They reduce 88% as many days of suffering and spare 94% as many lives. And if you’re talking about vegetarians who give up eggs, by both measures they do over 99% as much good.”
Sources: Study of Current and Former Vegetarians and Vegans and Study of Current and Former Vegetarians and Vegans: Qualitative Findings by Faunalytics, 2014
Learn more: Full report available from Faunalytics.
Katie Haverstock and Deborah Kirby Forgays conducted research with 196 people who were currently limiting animal products and 51 former animal product limiters. They found that those who were still limiting animal products were more likely to have changed gradually than abruptly. This group more often reduced specific categories of animal products over time rather than changing all at once. The finding was statistically significant.
Source: To Eat Or Not To Eat. A Comparison of Current and Former Animal Product Limiters by Katie Haverstock and Deborah Kirby Forgays, 2011
Learn more: Full report available from the author (PDF)
Highlight Chicken and Fishes Given Large Numbers Eaten
Chicken was also the most common type of meat consumed by former vegetarians/vegans in the Faunalytics study cited earlier. That said, it’s also the most common type of meat consumed by omnivores generally.
Chickens and fishes should be included and highlighted more often in our advocacy materials. But that doesn’t necessarily mean they should be the sole focus. Research by Humane League Labs showed that materials highlighting all animals were more effective than those featuring only chickens.
Watch Your Language: K.I.S.S. – Keep it Simple, 7th Grade Readability
Faunalytics recommends targeting a 7th or 8th grade reading level for materials. That makes it more likely that most readers will understand them. Talk to us about testing for your current or draft materials.
Source: Readability of Vegan Outreach Literature by Faunalytics, 2011
Learn more: Full report available from Faunalytics.
Address the Main Reasons for Recidivism – Food
Sources: Study of Current and Former Vegetarians and Vegans and Study of Current and Former Vegetarians and Vegans: Qualitative Findings by Faunalytics, 2014
Learn more: Full report available from Faunalytics.
Address the Main Reasons for Recidivism – Health
Sources: Study of Current and Former Vegetarians and Vegans and Study of Current and Former Vegetarians and Vegans: Qualitative Findings by Faunalytics, 2014
Learn more: Full report available from Faunalytics.
Address the Main Reasons for Recidivism – Social
Sources: Study of Current and Former Vegetarians and Vegans and Study of Current and Former Vegetarians and Vegans: Qualitative Findings by Faunalytics, 2014
Learn more: Full report available from Faunalytics.
Address the Main Reasons for Recidivism – Convenience
Sources: Study of Current and Former Vegetarians and Vegans and Study of Current and Former Vegetarians and Vegans: Qualitative Findings by Faunalytics, 2014
Learn more: Full report available from Faunalytics.
Focus on First 3 months to 1 Year when the Lapse Rate is Higher
Source: Study of Current and Former Vegetarians and Vegans by Faunalytics, 2014
Learn more: Full report available from Faunalytics.
Layer More Messages and Reinforce Identity as Veg*ns
Should you present multiple messages initially? We don’t know that either, unfortunately. The limited amount of research on this question appears to be inconclusive. Messaging best practices stress keeping communications simple and clear. However, that doesn’t preclude combining messages, if it’s done carefully. This is another area where more research could provide crucial insight.
Ongoing veg*ns are also more likely to have plant-based eating as part of their identity. The Faunalytics research found that 58% of former veg*ns agreed with the statement “I did not (do not) see vegetarianism/veganism as part of my identity,” compared to only 11% of current veg*ns. When people are making strides eating plant-based food, helping them see this behavior as part of who they are may help them stick with it.
Should you promote identity with veg*nism from the outset? One study did find that current veg*ns were more likely to say that plant-based eating is part of their identity. However, this doesn’t measure the number of people who might be turned off by being asked to adopt a full veg*n identity when they are considering whether to make the switch to plant-based foods.
Source: Study of Current and Former Vegetarians and Vegans by Faunalytics, 2014
Learn more: Full report available from Faunalytics (see page 6).
Provide Supportive Resources and Peer Networks
Source: Study of Current and Former Vegetarians and Vegans by Faunalytics, 2014
Learn more: Full report available from Faunalytics.
Target Lapsed Vegetarians for Reactivation
Source: Study of Current and Former Vegetarians and Vegans by Faunalytics, 2014
Learn more: Full report available from Faunalytics (see page 6).