Top Highlights

• As I will be discussing throughout this book, promoting anything less than veganism will likely lead to individuals doing more harm to animals both in the short-term and the long-term, and it will validate the societal norm that animals are ours to use, perpetuating an atmosphere that prevents greater social change.
• Marketing and strategies based on social psychology focus on provoking immediate change by manipulating the audience, whereas the discipline of clinical psychology focuses on how we can best change one’s worldview, which is truly necessary to bring about the kinds of internal and behavioral changes that are essential for impactful animal advocacy.
• When concepts and strategies become overly complicated, they lose their meaning and impact.
• In addition to my clinical training and expertise in enhancing motivation for change in those who engage in unnecessary violence, principles of abolitionist veganism3, 4 have been influential in my thinking and dovetail with what I know about how to best help change behavior. Regardless of one’s personal views about Gary Francione, the founder of t...
• We must recognize that encouraging others to end their use of animals is not the same thing as suggesting others engage in other forms of behavioral change, such as increasing exercise, for example. This is because there are direct victims in the former and not in the latter.