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Power ofPersuasion
Caryn GinsbergAuthor of Animal Impact: Secrets Proven to Achieve Results and Move the World
How People Change, Which Messages Work, and What You Can Do to
Increase Plant-based Eating
Passionate
Passionately PowerfulWe need to work as hard and, more important, as smart,
as the people on Wall Street work to sell stocks and as
hard as advertisers work to sell the latest SUV.
Although our goals are different, the mechanisms of
reaching other people and selling the message (in our
case, of animal liberation) are well established....
- Bruce Friedrich, “Effective Advocacy: Stealing from the Corporate Playbook” (emphasis added)
Social Marketing
• Since 1971
• Commercial marketing practices for social good
• Health, enviro, social justice, animal- Drunk driving- Smoking- Voter turnout- Recycling
Social Marketing
… is more than social media
Photo by Dan Jaeger
Action and Audience
Answer “What’s in it for Me?”
BenefitsBenefits BarriersBarriers
CCreate Benefitsreate Benefits
Cut BarriersCut Barriers
Fun
Easy
Popular
Your Turn
Avoid All or Nothing
• Absolute demands likely to lead to absolute rejection
• Provide way to change behavior to reduce the consumption of animal products
Fun-Easy-Popular
“Vegetarian advocates should have less of a focus on why
people should become vegan and more emphasis on the
specific tools and resources to help people achieve
the next step in meat reduction.”
- US Meat Consumption Study, Humane Research Council (emphasis added)
Theory of Change
Source: “End of Award Report: Does changing attitudes, norms or self-efficacy change intentions and behaviour?,” Economic and Social Research Council, http://www.esrcsocietytoday.ac.uk/ESRCInfoCentre/ViewAwardPage.aspx?AwardId=3544
Meta-study: 217 efforts, > 65K subjects• Most effective approaches were…
– Prompt practice– Set specific goals and prompt review– Generate positive self-talk– Agree to a behavioral contract
Your Turn
Link to Support
Classes
Shopping
Mentors
Something to SomeoneSomething to Someone
How to Say
How Popular is Veg?
• 1-5% of U.S. adults based on different surveys– About 1/2 vegan
• No statistically meaningful evidence of upward trend yet
• 7% lapsed veg per UK study
HRC Segments• Vegetarians and Vegans (VVs) do
not consume ANY meat products; more people identify with vegetarianism than practice it
• Semi-vegetarians (SVs) consume meat with less than half of their meals
• Meat Reducers (MRs) have reduced meat consumption over the past year
HRC Study
• Focus groups with Veg*ans
• Focus groups with Semi-Vegetarians and Meat Reducers
• Survey of 3,200 adult consumers
–Error margin: +/- 3-5% for each segment
MR
Segment Size
SV
VV: 3-7 million vegetarians/vegans (1-3%) SV: 30 million semi-vegetarians (13%) MR: 60 million active meat reducers (26%)
VV
Future ConsumptionLonger-term
• SVs and MRs are twice as likely to further reduce meat by half
• SVs are more than three times as likely to become full vegetarians
SV MRFull
Sample
Likely to reduce meat by half 49% 46% 24%
Likely to eliminate meat 23% 12% 7%
Gender and Age• All groups skew female• VVs are younger on average• SVs and MRs are older on average
VV SV MR Full Sample
% female 63% 70% 61% 54%
% under age 35 53% 29% 26% 36%
% age 55 and older 21% 35% 36% 26%
Motivation: VegetarianVV
To reduce animal suffering 30%
Health in general 20%
Don’t like the taste of meat 10%
To reduce impact on environment 10%
To reflect spiritual beliefs 8%
Concern about cancer, diabetes 5%
To eat less expensively 3%
To lose weight 3%
Motivation: Meat ReduxSV MR
Health in general 34% 37%
Fat and cholesterol 25% 24%
To lose weight 14% 16%
To at less expensively 8% 11%
Don’t like the taste of meat 7% 3%
To reduce animal suffering 4% 2%
Concern about cancer, diabetes 3% 3%
Concern about antibiotics, additives 3% 2%
Targeting Your Message
Your Turn
I am not my target audience
Educationis not enough
Meat Decision-Drivers
TasteConvenience
NutritionFood safety
Value
Source: NCBA
It’s All About FoodPeople will eat just about anything if they think it will taste good and if it looks good. … If it doesn't taste good or look good, they won't eat it….
There are still people who think vegetarians only eat sticks and twigs. Dazzle them with flavor.
- Mark Rifkin, Dietitian and Advocate
Your Turn
Recipes
Dining out
Events
Hosting
Gifts
- Mark Rifkin
Voice Matters
Don’t Guilt
Source: “End of Award Report: Does changing attitudes, norms or self-efficacy change intentions and behaviour?,” Economic and Social Research Council, http://www.esrcsocietytoday.ac.uk/ESRCInfoCentre/ViewAwardPage.aspx?AwardId=3544
Least effective methods were…• Inducing regret• Arousing fear
Can use negative information, but making people feel bad less likely to create change
Evaluate, don’t guess.
Action and Audience
Create Benefits, Cut Barriers
How to Say Something…
I am Not My Target Audience
Education isn’t Enough
Voice Matters
Evaluate, Don’t Guess
• ACHIEVEchange
• Stories, quotes, ideas from > 80 advocates
• Activities, questions, free companion journal
Summary• Answer “What’s in it for Me?” by making
veg fun, easy and popular– Don’t guilt
• Avoid “All or Nothing”
• Provide or refer to ongoing support
• Target message by listening
• Make it delicious
Your Turn
Questions?
Caryn GinsbergStrategic IdealistPriority Ventures Group [email protected]
Animal ImpactConference Special$20 paperback, $15 electronic (cash only)
