Rachelle’s Reviews > The End of Animal Farming: How Scientists, Entrepreneurs, and Activists Are Building an Animal-Free Food System > Status Update

“Make our rhetoric kind and accepting, but also bold.”

“Moral outrage has also been described as a response to behavior of others, never one’s own. So institutional messaging is more likely to spark the emotion because it puts the blame for the ethical issues of animal farming on the industry, government, or society at large, rather than on the individual. Because of this, institutional messaging could face less of the defensiveness advocates frequently encounter.”

“People are far more willing to support institutional change than they are to change their individual consumption”

“In the long run government and corporate policy can help tackle the “normal” objection by changing the default options for consumers. When a company orders lunch for its employees, or an airline provides meals to its guests, it can offer animal based food as a special request, with animal-free food as the default.” (Guiding decisions through defaults is discussed by Thaler & Sunstein in “Nudge”!)

“As consumers and observers of an emerging ethical industry, we should be careful not to give up on imperfect companies that combat the systemic evils of the food industry.”