Identity

Live your values

We already know that the vast majority of people oppose animal cruelty, so promoting eating vegan simply means helping people to align their actions with the values they already have.

We can do this by communicating that the vegan movement is one of compassion, and most people are compassionate people.

For example, someone may hold a door open for somebody else walking behind them, or give up a seat for an elderly person on public transport - these actions are aligned with this person’s value of compassion.

Going vegan is simply another way we can help compassionate people to take another action that aligns with these values.