Great Summer Reads – Part Two

(This is a follow-up to another recent blog. Read part one here.)

Though Labor Day is nearly upon us, there’s still time for some more great summer reads to help you help animals. Wondering why people choose the animals they do from shelters? Why they try plant-based eating and then stop? How many people still hunt or fish? Let’s find out!

Which Animal Do People Choose?

In my last blog, we looked at how to increase spay/neuter and keep animals out of shelters. Once they come in, though, what motivates people to take them home? The ASPCA explored this question with the help of five U.S. humane organizations: Hillsborough County Animal Services (Tampa, FL), Charleston Animal Society (Charleston, SC), Animal Rescue Foundation (Walnut Creek, CA), Wisconsin Humane Society (Milwaukee, WI) and ASPCA Adoption Center (New York, NY)

It may not surprise you that the leading reason people chose their dog, puppy or kitten was appearance. But the same wasn’t true for cats. The cat’s behavior was a more important factor than appearance. This underscores the potential benefits of efforts to help shy cats engage with visitors. Cats that approached people, vocalized or rubbed against interested adopters were more likely to leave with a new guardian. For kittens that pass the appearance test, vocalizing and playing can endear them to potential adopters. Dogs and puppies that approach and lick also do well. Check out this infographic for more detail and other information (click for PDF version):

People value information from shelter personnel in addition to their own observations. More than 70% rated information from staff and volunteers as most important. Cage cards and websites were helpful, but lagged behind the in-person assistance. Helping staff and volunteers give the best information on hard-to-place animals might get these cats and dogs into new homes sooner.

Animal Tracker

Many of you are getting ready to start – or may have already started – strategic planning for 2018. While identifying the best priorities and programs depends on judgment and creativity, it’s helpful to begin with a firm foundation of facts. The Faunalytics Animal Tracker survey, now in its 10th year, provides a great place to start.

The Animal Tracker survey asks U.S. adults about their attitudes, opinions and behaviors relating to animal issues. All questions rotate on a three-year cycle. The 2017 survey focused on behaviors, our “bottom line” in creating change for animals. These include: adopting an animal, buying an animal, purchasing a meat substitute, going to a circus with animals, watching wildlife, going hunting or fishing, visiting a zoo or aquarium, volunteering for an animal group and donating to an animal group. Results are available broken down by age, ethnic group, gender and more.

Don’t like wading through data tables? Use our free graphing tool to look at just the information you want to see. Here are just a few ways you can use information from the Animal Tracker to help animals.

• Understand your audience. As animal advocates, we often forget how different we are from the people we are trying to influence. For example, the 2015 Animal Tracker showed that just under half of people felt the welfare of animals in labs was very important. In 2016, only 5% said they felt they were very knowledgeable about animals in labs. Our behavior change strategies can’t assume a high level of knowledge.
• Compare your results to national benchmarks. In 2017, just under 3% of adults said they volunteered for an animal group. What percent of people do you think volunteer in your community? Are there ways you can work together with other animal groups to increase the number of volunteers so that all animal groups benefit? Note that the percent volunteering can vary widely based on income levels, attitudes and other factors in a given area. But the benchmark is at least a good starting point for discussion.
• Use data to advocate. In 2017, 38% of adults watched wildlife while only 15% hunted or fished. Can you use these numbers to advocate for compassionate engagement rather than lethal “sports” in your community? If you think you have a lower percent of people hunting and fishing, but you’re still defending local wildlife, would your local government consider doing a survey to understand preferences in your area?

Study of Lapsed Veg*ns

This research is probably THE most important information you can read for plant-based advocacy. If you haven’t read this study or even if you haven’t read it in a while, set aside some time ASAP to learn more about why people try veg eating but go back to eating meat.

Faunalytics found in 2014 that for every current vegetarian or vegan among U.S. adults, there are FIVE people who’ve tried plant-based eating and given up. This is probably the single biggest reason that we have yet to see a statistically meaningful increase in the number of vegetarians and vegans overall (generally 2% to 5% total.)

The major reasons that people give for lapsing are food related – lack of variety, craving meat, etc. – followed by health – real or perceived nutrition deficiencies. The good news is that more than a third – or 9 million people – are interested in trying again! Specifically, 37% say they are likely or very likely to have another go.

That presents a crucial opportunity for plant-based advocacy. We could have entire departments or organizations dedicated to re-engaging these people! We can also do more to help people stick with veg eating by addressing up front the reasons that they often stop. When someone becomes veg, our job isn’t done. Supporting that person in transition can make a big difference in our success or failure not only with that individual, but also as a movement overall.

Research is among our most powerful tools to help animals. While it takes time to read and think about reports and data, the payoff can be substantial. With better insight, maybe we’ll be reading about your latest victory for animals next summer.

Get the full list of great summer reads here . (PDF)

Caryn Ginsberg is President of the Faunalytics Board of Directors. She is co-founder of Priority Ventures Group and has provided strategy consulting in the animal protection field for more than 15 years. She now helps organizations use visual thinking to improve their outcomes. Her work includes graphic recording, graphic facilitation, graphic training and infographics. Learn more at http://priorityvisuals.com.