"…there's this disconnect between our beliefs and our behavior and part of what can be useful for overcoming that is to change the behavior first, which sounds really counterintuitive." - Jo Anderson

Jo Anderson is the Research Director at Faunalytics, an organization that empower animal advocates with access to research, analysis, strategies, and messages that maximize their effectiveness to reduce animal suffering.

Jo is an advocate for animals and empirical research. For over ten years, Jo has investigated key social psychological issues such as persuasion, judgment, and decision-making, exploring how these concepts can be used to make the world a better place for humans and animals. That is what happens at Faunalytics, they do the research and enable real change.

I learned a lot from Jo – mostly, that research changes the story and so often, reveals that the opposite of what seems obvious is in fact the truth.