This article is part of my FAQs series.
For well over a decade, I have been answering anonymously submitted questions on my Tumblr blog. Over that time, I have noticed many recurring themes, concerns, and misunderstandings.
This series brings together concise, practical responses to the questions I am asked most often, based on real conversations with people at every stage of thinking about veganism.
If you’d like to see more entries in this series, you can find them here.
The Short Answer
There is no single “correct” way to advocate for veganism, and different styles work for different people. That said, the most effective advocates tend to be patient, respectful, well-informed, and willing to listen. People are generally more likely to be open to change when they feel understood rather than judged, and when arguments are supported by reliable evidence rather than anger or exaggeration.
Good advocacy focuses on building trust, making ethical connections clear, and helping others reflect on their own values.
The Detail
1. Start from Shared Values
Most people already agree with the key ethical principles of veganism, such as:
- Animals should not be harmed unnecessarily
- Cruelty is wrong
- We should prevent or minimise suffering where possible
Research on moral persuasion suggests that people are more open when arguments are framed around values they already hold. Effective advocacy often begins by showing how veganism follows from beliefs many people already accept.
For example, if someone agrees that unnecessary harm is wrong, the conversation can focus on whether eating animals is necessary for most people today.
2. Be Relatable, Not “Morally Superior”
Many non-vegans see vegans as fundamentally different from themselves, which can create psychological distance and defensiveness. This is where that “oh I could never go vegan!” response comes from.
Sharing your own journey, including difficulties and doubts, helps reduce this barrier. Saying “I used to think that too” is often more effective than presenting yourself as morally exceptional. Narrative-based communication has been shown to increase empathy and engagement more than abstract statistics alone.
3. Use Stories and Evidence Together
People respond strongly to individual stories, but long-term credibility depends on evidence.
For example:
- Personal stories help build emotional connection
- Peer-reviewed research supports claims about nutrition, welfare, and the environment
Studies in persuasion show that combining emotional engagement with factual information is more effective than relying on either alone.
Where possible, rely on:
- Academic research
- Government reports
- Major health and environmental organisations
Avoid repeating claims that cannot be reliably sourced.
4. Do Not Assume Ignorance or Bad Intent
Most people already know, at least vaguely, that animal agriculture involves suffering. Many cope with this through avoidance, denial, or rationalisation.
Psychologists refer to this as “motivated reasoning,” where people resist information that threatens their self-image.
Assuming ignorance or malice often shuts down conversation. A better approach is questioning and curiosity:
- “What do you think about…?”
- “How do you feel about…?”
- “Have you seen…?”
This creates space for reflection rather than defensiveness.
5. Help People Connect Their Choices to Consequences
Many people see animal suffering as distant or abstract. Research on consumer behaviour shows that people are more likely to change when they understand how their own actions contribute to harm (8).
This is why using locally relevant information and current data, in your advocacy is especially important. It helps bridge the gap between abstract concern and personal responsibility.
6. Control Emotional Tone
Anger is understandable in advocacy, but it is rarely persuasive.
Studies on political and moral communication consistently show that hostile or contemptuous language reduces openness and increases resistance. Calm, respectful communication is more likely to be effective, even when discussing difficult issues.
This does not mean suppressing all emotion, it means expressing concern without attacking character.
7. Be Careful with Claims
Inaccurate or exaggerated claims can undermine an entire argument, and misinformation spreads easily in online activism. Once a claim is shown to be false, people may dismiss everything else you say. As a general rule:
- Avoid words like “always” and “never”. Instead, opt for “often,” and “in general.”
- Use ranges and averages where appropriate
- Cite sources when possible
Precision builds credibility.
8. Avoid Shaming
Public shaming rarely produces lasting behavioural change. Research suggests that shame often leads to withdrawal, resentment, or entrenchment rather than reform.
More effective approaches focus on:
- Explaining why something matters
- Offering practical alternatives
- Providing support
Holding people accountable is not the same as humiliating them. Remember what it was like before you knew what you know now, and think about the kind of vegan you would have wanted to meet back then.
9. Ask Questions and Listen
Open-ended questions encourage reflection and signal respect.
Motivational interviewing, a technique used in behaviour change research, shows that people are more likely to change when they articulate their own reasons for doing so.
Examples include:
- “What do you think about animal cruelty in the food system?”
- “Do you think animals have interests?”
- “What made you think about this?”
Listening is a form of advocacy.
10. Accept That You Cannot Convince Everyone
Not everyone is ready to change.
Long-term studies on attitude change show that people often need repeated exposure and time to reflect before acting. Many people become vegan months or years after first encountering the ideas.Your role is often to “plant seeds,” not to secure immediate conversion.
Protecting your own wellbeing is part of sustainable activism, and part of doing that is accepting that there are some people who are not ready to hear the message.
Suggested Reading
- Melanie Joy, Why We Love Dogs, Eat Pigs, and Wear Cows. Useful for understanding carnism, defensiveness, and why “good people” compartmentalise harm.
- Melanie Joy, Beyond Beliefs: A Guide to Improving Relationships and Communication for Vegans, Vegetarians, and Meat Eaters. Practical, advocacy-specific communication guidance, especially around conflict and connection.
- Megan Phelps-Roper, Unfollow: A Memoir of Loving and Leaving the Westboro Baptist Church. A fascinating and grounded look at how people actually change their minds, and what conversations helped or harmed.
- Tobias Leenaert, How to Create a Vegan World: A Pragmatic Approach. Strategy-focused advocacy: reducing resistance, prioritising impact, and thinking in terms of movement outcomes.
- Nick Cooney, Change of Heart: What Psychology Can Teach Us About Spreading Social Change. Advocacy through a behavioural science lens, with a focus on what tends to persuade rather than what feels satisfying.
- Robert B. Cialdini, Influence: The Psychology of Persuasion. Not vegan-specific, but extremely useful for understanding persuasion mechanisms and avoiding common messaging traps.
- Jonathan Haidt, The Righteous Mind: Why Good People Are Divided by Politics and Religion. Again, not vegan specific, but helps with moral framing and why different audiences respond to different values and language.
- Melanie Joy – Strategic Action for Animals: A Handbook on Strategic Movement Building, Organizing, and Activism for Animal Liberation. Joy explores the practicalities and effective strategy for building and taking part in the animal rights movement.
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