It seems quite natural for vegan advocates to mainly talk to people about the reasons to go vegan. Veg organizations devote quite some time and space in their outreach materials to vegan arguments and theory (mainly philosophical, but also some environmental and health info). Too often, I see the “how” being treated as some kind of afterthought. The message sounds like: here’s why, now you figure it out.
That is, of course, a bit of a simplification, and there are many organizations that do a good job of explaining what people can do to apply the vegan idea in their life, and to actually stop consuming animal products and go vegan. Still, I believe that the “how” merits more attention in our outreach than it is getting.
Many non-vegans by now know about the reasons why they should eat less or no animal products. I often see vegans saying things like “oh, if everyone just knew, the world would go vegan in a heartbeat.” Or there’s the eternal “If slaughterhouses had glass walls” line.
I don’t believe that the main thing that’s stopping people from going vegan is a lack of information or insight into how problematic animal products are. Of course, we have to go on raising awareness, as we call it. But I believe the biggest part of the problem is that people don’t have an idea of how to do it, and that it is still not easy enough for them. From research on ex-vegs, we also know that many of them slid back because they had insufficient knowledge of veg nutrition.
One reason we’re often not focused enough on the how is that many vegans think that today going vegan is easy enough. This is a mistake that can be attributed to not sufficiently taking our target audience’s perspective. People lack cooking skills, product knowledge, nutritional information, etc. It’s this information that they are looking for most of all. Ask any webmaster of a vegan site what are the most visited pages, and they’ll tell you it’s the recipe section (if the site has a recipe section, of course). In my years working for an organization, I have always experienced that our practical materials, e.g., maps of cities, listings of veg friendly restaurants, and recipe booklets are way more popular than the “why” publications. One thing we did in subsequent editions of one of our booklets was to put recipes first and only talked about the why later in the booklet. This also may avoid the impression that we are trying to convince people of something.
Another reason why we focus so much on the arguments for veganism rather than the how-to is that our movement wants people not just to do the right thing (being vegan), but to do the right thing for the right reason (for the animals). As regular readers of this blog may know, I don’t think we should require this, as attitude change can follow behavior change.
Finally, another reason that some advocates don’t focus enough on the how is that simply, to them, the how is not an issue: you just do it, right here, right now, and steps or strategies are not allowed. I believe that this is a mistake, and that the best thing we can do is to offer people programs, structures, and plans to change step by step. This is how change usually happens.
So, following my own advice: how can you focus more on the how? Here are some ideas:
- check your materials and communication for how info: do you devote enough space and time to recipes, nutritional info, product info?
- if you already provide this info, make sure it occupies a prominent place on your website and in your materials.
- does your organization offer cooking courses, or provide information on where to find cooking courses?
- temporary vegan pledges or challenges (21 or 30 days are typical) are great ways to send how-to information to people on a daily basis.
- in one-on-one conversations, experiment with focusing on the how: tell people about the practical steps they can take, rather than overloading them with arguments. Invite people not just to read a book or brochure on the problems with animal products, but invite them to go shopping together, or to cook together.
Have other ideas for focusing on the how? Let me know!