Animal Outlook, an animal protection nonprofit, has released its 2024 Behavior Change and Volunteer Impact Report, which looks at the role of volunteer engagement in advancing animal protection and promoting vegan eating habits.
In 2024, volunteers and interns dedicated nearly 6,000 hours to the organization’s initiatives, contributing to key milestones. Among these, 73,938 individuals completed the VegPledge, a campaign encouraging participants to try vegan eating for a specified period.
Of those who took part, 76.9% reported their intent to continue consuming vegan food after the pledge period, with 63.1% planning to make the change permanent. Additionally, 83.1% of VegPledge participants expressed that they now consider the impact of their food choices more thoughtfully.
The report also highlights the growing influence of the Animal Outlook Network, a platform launched in 2024 that integrates behavioral science with animal advocacy. Volunteers contributed to legal actions resulting in criminal animal cruelty charges, assisted farmers transitioning from animal to plant-based agriculture, and helped launch VegWeek events at universities.
Jenny Canham, director of outreach and engagement at Animal Outlook, noted the essential role of volunteers in the organization’s progress. “Volunteers enable us to extend our reach and deepen our impact in ways that would otherwise be impossible,” she said.
Opportunites for plant-based sector
The report outlines several areas of growth relevant to the plant-based sector. It points to the increasing public interest in vegan diets, particularly among individuals participating in short-term pledges. This trend presents an opportunity for businesses to develop targeted products and campaigns that engage new consumers and encourage them to maintain plant-based habits long-term.
In addition, the organization’s volunteer-driven campaigns led to 1,912 online actions in 2024, including petitions and VegWeek proclamations. These digital engagements further underscore the growing importance of online activism in shaping consumer behavior.
Influencing institutional policies
Animal Outlook’s efforts also include influencing institutional policies, with 20 VegWeek proclamations secured in 2024. The push for vegan policies at the local government and corporate levels represents a shift that could drive more widespread adoption of plant-based eating.
The report suggests that businesses in the plant-based industry can benefit from aligning with these advocacy trends by leveraging digital platforms, supporting farm transitions to plant-based agriculture, and incorporating behavioral science principles into marketing strategies. By doing so, companies can tap into a growing base of informed and committed consumers who value sustainability, health, and animal welfare.
