There are never-ending conversations in the animal advocacy movement about whether diet change is an effective ask for the public. Today, we speak with Thom from FarmKind on why he thinks asking people to donate, rather than change their diet, can be a much more promising approach.

We speak about why behaviour change is difficult, the many benefits of donating, what other social movements have used as their asks, as well as the different experiments FarmKind has run in their quest to figure out how to best raise funds for animal advocacy. 

Mentioned resources

• FarmKind website 
• Farmkind LinkedIn
• Change Meat Resistance: Systematic Literature Review on Consumer Resistance to the Alternative Protein Transition | Annual Reviews 
• Research by Pax Fauna 
• Moral ambition - Rutger Bregman 
• Frans waal - mama’s last hug

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