Theory of Change

Mercy For Animals’ theory of change is a visionary roadmap for revolutionizing the food industry. More than a blueprint for the future, it is a call to action for anyone who believes in a better world for animals.

Institutional Change

Creating institutional shifts by engaging those in positions of power, be they corporations that implement animal welfare policies, major restaurant chains that add plant-based menu items, or policymakers who pass laws and policies that protect farmed animals and increase access to plant-based foods.

Cultural Change

Cultivating empathy for farmed animals, shifting prevailing narratives about our food system and the animal suffering it causes, and targeting social groups most likely to make plant-based eating a norm that ripples throughout broader social networks.

Mutually Reinforcing Approaches

We believe institutional reforms cannot succeed without cultural support, and cultural shifts require institutional backing to be sustainable. By integrating both approaches, we ensure that progress in one area amplifies and sustains change in the other.

Our Focus

Our focus areas describe the meaningful, measurable progress we will make for animals, food systems, and society in keeping with our theory of change.

Alleviate the Most Suffering

We influence government bodies and the largest food-industry players to adopt and implement welfare policies that end the worst suffering for the most animals.

Build Mass Public Support and Shift Narratives

Through campaigns that spark moral outrage and far-reaching media coverage, we build the mass public support that will reshape society’s views of farmed animals and our food systems, recasting the narrative about factory farming.

Drive Down Demand for Animal Products

We normalize plant-based eating by creating tipping points in key communities and helping institutions and major companies adopt and promote plant-based options.

Our Global Priorities

The path to a better future for animals is long, so we must act now. Our global priorities build on our theory of change and will shape and drive our work over the next 10 years.

Reduce Large-Scale Suffering

We work to improve the lives of animals farmed in the greatest numbers.

Build Momentum for Wider Change

Our eye-opening campaigns bring new supporters into the movement, reengage existing supporters, and transform passive supporters into active ones.

Persuade Policymakers to Make Plant-Based Eating a Crucial Solution in Climate Plans

To radically reduce global animal consumption and greenhouse gas emissions, we convince governments and intergovernmental bodies to address climate change through policies shifted toward plant-based eating.

Inspire Change Through the Future Food Cities

We influence mass behavior change—city by city—by engaging institutions, individuals, and industry to reach tipping points in plant-based adoption.

Normalize Plant-Based Options in Key Institutions

Through veg defaults, plant-based purchasing policies, and other policies shifted toward plant-based eating, we work to make plant-based foods the new normal in schools, government buildings, hospitals, and other institutional settings.

Midterm Outcomes (2035–2050)

Our global priorities will shape and drive our work over the next decade to achieve these outcomes:

Suffering for animals still trapped in factory farms has been dramatically alleviated.

Major cultural shifts toward greater responsibility for animals, especially preventing suffering, have occurred in key regions.

Plant-based consumption has reached tipping points in sizable regions and networks.

Reputational and financial costs of factory farming are escalating.

Long-Term Outcomes (2050–2100)

Our midterm achievements lay the foundation for our long-term outcomes, which look like this:

The number of animals in factory farms has dropped further and is on track to zero.

Plant-based foods are much more cost-effective to produce and consume than factory-farmed products.

Laws, policies, and regulatory frameworks support the abolition of factory farming.

Mass demand for animal products no longer exists.

Get info about volunteer opportunities, Mercy For Animals news, and more.

Thank you for signing up!