Resources for Environmental and Sustainability Communicators
This document presents a reanalysis of the data and the conclusions reported by Humane League Labs on January 25, 2015, in the blog post titled Report: Which farm animal photos are most likely to inspire people to eat vegan? Using regression analysis of the provided data, our reanalysis finds that photos of sick or injured animals, large groups of animals,...
This document presents a reanalysis of the data and the conclusions reported on September 20, 2015, by Humane League Labs in the blog post titled Report: Which request creates the most diet change and an accompanying report titled Report: Does Encouraging The Public To “Eat Vegan,” “Eat Vegetarian,” “Eat Less Meat,” or “Cut Out Or Cut Back On” Meat And...
This study examined whether the kind of request a person receives to reduce their animal product consumption leads to different amounts of real change. Participants received a pamphlet that made one of four requests: to eat vegan, eat vegetarian, “eat less meat,” or “cut out or cut back on” meat and animal products (which we refer to here as a...
In this study, we compared different messages intended to persuade people to consider reducing or cutting out animal product consumption. Specifically, we compared animal cruelty vs. purity (“abolitionist”) messages, and animal cruelty vs. environmental messages. While some may reason that the purity message is clearer and philosophically correct and thus should be more compelling, this does not imply that the...
This study investigated what kind of photos of farm animals and farm animal cruelty are most compelling in prompting people to want to reduce consumption of animal products. In addition, as indirect measures of investigating how likely such photos are to drive diet change, the study looked at what kinds of photos were most likely to prompt people to say...
The goal of this study was to assess whether presenting a single, focused message about why one should go vegetarian is more or less effective than presenting multiple messages in inspiring people to reduce or cease consumption of animal products. For example, is a single message about the health benefits of going vegetarian more compelling than multiple messages focused on...
The goal of this study was to determine what kind of cover photo would make a person most likely to pick up a vegetarian starter guide or accept a vegetarian leaflet. We report our analyses in two stages: we present analyses of the full sample spanning all ages first, followed by analyses including only data from respondents 24 years of...
In the summer of 2013, Humane League Labs carried out a large-scale survey of vegans, vegetarians, semi-vegetarians, and omnivores to learn the demographic and diet change patterns of each group. With over 3,000 respondents, including over 1,500 vegans and vegetarians, the survey was the largest of its kind ever carried out. The goal of the survey was to enable vegan advocacy organizations to create more...
In January of 2013, The Humane League ran a series of online advertisements to see which farm animal cruelty video was more effective at inspiring young women to want to change their diet: What Came Before or Farm To Fridge. A total of 83,000 viewers were tracked. A smaller-scale comparison, reaching 19,000 viewers, included two additional farm animal cruelty videos...
