Is it “easy to be vegan”?

In vegan outreach, I often encounter people proudly proclaiming: "It's easy to be vegan!" I even find myself saying this often-heard phrase at times. But is it easy to be vegan? And, perhaps more importantly, should we be telling people that it's easy to be vegan?

Is health an effective vegan motivator?

As often in my research, the answer is sometimes, maybe. In particular, health is likely to be more important as a barrier. Health can, however, still be a key motivator for many people. In particular, in my research and elsewhere, health motives have been found to be popular for meat eaters and those who have … Continue reading Is health an effective vegan motivator?

Why our understanding of impact needs a makeover

Within the animal protection movement -- and many other social justice movements -- there is a current obsession with numbers: helping the most animals, reaching the most people... But does any of this mean a campaign is actual effective? Quite simply: no. Some within the movement have openly rejected animal sanctuaries as useful in helping … Continue reading Why our understanding of impact needs a makeover

No campaign can reach everyone

This blog post includes data from research into seven UK-based reduction and vegan campaigns, drawing on the largest sample of meat reducers, pescatarians, vegetarians, and vegans in any research project to date (n=1,587). Research was conducted for my PhD in Social Policy at the University of Kent, using a mixed-methods, longitudinal approach. The decision to … Continue reading No campaign can reach everyone

REPORT: Meat reduction and vegan promotion

I am so excited to share the findings of my study into seven UK-based reduction and vegan campaigns, drawing on the largest sample of meat reducers, pescatarians, vegetarians, and vegans in any research project to date (n=1,587). Research was conducted for my PhD in Social Policy at the University of Kent, using a mixed-methods, longitudinal … Continue reading REPORT: Meat reduction and vegan promotion

Overcoming conscious reduction to adopt vegan habits

This blog post includes data from research into seven UK-based reduction and vegan campaigns, drawing on the largest sample of meat reducers, pescatarians, vegetarians, and vegans in any research project to date (n=1,587). Research was conducted for my PhD in Social Policy at the University of Kent, using a mixed-methods, longitudinal approach.  Through participating in a campaign, individuals … Continue reading Overcoming conscious reduction to adopt vegan habits

How can campaigns reach more diverse populations?

A lack of sociodemographic diversity within the sample suggests that campaigns are reaching overlapping populations that include a disproportionate percentage of female, white, high income, and university-educated individuals. As I have discussed previously, researchers have found that individuals from minority groups may feel ostracized from campaigns due to the perpetuation of normative conceptions of veg*nism … Continue reading How can campaigns reach more diverse populations?

Reduction barriers part 2: knowledge and skills

In the second installment of my series on barriers to reduction and abstention I will be discussing psychological capabilities. This area, which includes components like health perceptions and knowledge of how to find and create meat-free and veg*n food, emerged as a critical area for new transitioners. Michie et al. define this particular behavior change … Continue reading Reduction barriers part 2: knowledge and skills

Reduction barriers part 1: Unconscious influences

This blog post includes data from research into seven UK-based reduction and vegan campaigns, drawing on the largest sample of meat reducers, pescatarians, vegetarians, and vegans in any research project to date (n=1,587). Research was conducted for my PhD in Social Policy at the University of Kent, using a mixed-methods, longitudinal approach. This sample represents … Continue reading Reduction barriers part 1: Unconscious influences