I think it is great that you, one of the authors of The Good it Promises, the Harm it Does, have taken the time to engage in constructive discussion with effective altruists.
Here are a few thoughts I had after reading your essay. The advantage of focusing on students in higher education might be that they are more likely to sympathize with veganism and thus more likely to actually become vegan than people from other groups are. On the other hand, the impact of additional resources in this area might be lower because students are probably more likely to already be aware of the arguments in favor of veganism, and might already have more knowledge about healthy, tasty plant-based food, and thus a lot of students might have become vegan anyway, even without reaching out to them. Conversely, getting people from religious and/or Black communities to go vegan might be more challenging, but the impact might be very high because, as you rightly point out in your essay, financial support for animal advocacy outreach to religious and/or Black communities is neglected.
Overall I think your essay raises great questions and I really hope that effective altruists will engage with them.
Your point is well taken about the risk that additional resources in higher education settings might be redundant given that college students are perhaps more likely than the general population already to be “aware of the arguments in favor of veganism.” I think that this would be a serious concern if “awareness of the arguments in favor of veganism” alone were sufficient to support behavioral change over the long-term.
In my experience, however—and I think the most recent social scientific evidence supports this observation, too—”awareness of the arguments” is generally not enough for many even to motivate serious experimentation toward behavioral change much less to support it over time. For many people, indeed, exposure to the arguments can have a counterproductive effect, in that data and argumentative support for positions they find threatening trigger identity-protective cognition that leads to a doubling-down on the attitudes and actions perceived as under threat (Ezra Klein’s Why We’re Polarized has some really helpful, accessible discussions of this phenomenon and its effects on people’s ability to process data and arguments).
How do we mitigate the serious threat to cultural change posed by identity-protective cognition? I’m intrigued by the strategy of implementing slow-releasing changes in the epistemic atmosphere that collectively serve to defang and normalize the data and supporting arguments so that they can be received without triggering identity-protective cognition. In other words, by creating environments that help people both pre-reflectively and communally to take the data and supporting arguments in stride and maybe even find them intriguing or inspiring, we can circumvent the threat-detection response that closes many people off to attitudinal and behavioral change.
By pre-reflective environmental conditioning, I have in mind giving people lots of opportunities pre-reflectively to intuit that something is non-threatening, credible, and maybe even cool without having to engage in an argumentative way that threatens one’s identity. By communal environmental conditioning, I have in mind giving people lots of opportunities to get social and cultural support from similarly interested people and organizations in the event that their interest is piqued.
I’m hard-pressed to think of a better place to cultivate both pre-reflective and communal environmental conditioning than the hallowed halls of institutions of higher learning. Anyone who is paying attention to the higher ed culture wars in American institutions likely already understands the ripeness of this environment for shaping people’s values and behaviors over the long term. Students come in chomping at the bit to get out from under their parents’ influence and values, so they’re highly open to suggestion. For 4+ years, they are surrounded on all sides by opportunities to expand their consciousness and expertise—not just explicitly by going to classes and talks and lectures, but pre-reflectively by breathing in an atmosphere that normalizes all kinds of differences that may have seemed anything but normal in one’s previous day-to-day life. There are charismatic professors, compelling student leaders, amazing vocational training and networking opportunities. Unsurprisingly, the well-funded programs that institutions innovate, support, and proudly advertise are the ones that often generate the most interest, excitement, and participation.
So imagine what could happen if we got serious about accelerating and scaling the vegan-friendly cultures that are already seeded in higher education. Generally speaking, the faculty presence and student clubs and extracurricular opportunities in many places are already there on the ground, but are both decentralized and underfunded. In a lot of cases, scaling these cultures (or at least nudging them in the direction of scalability) could be as easy as giving a substantial lead gift for an institute or center—let the university decide how to mission-fit and brand it for galvanizing its alumni and current students (sustainability? creation care? human/animal studies? food systems? green economy?). The director(s) of the center and key faculty and administrators, then, audit everything that is going on around and tangent to these issues, build a central institutional hub to connect and empower the different intermeshed programs and opportunities, and then help faculty to build out curricular programs (majors, minors, certificate programs, themed dorms and cohorts, honors programs, etc.) and student life to build out supporting extra-curricular and cultural programs, using funding opportunities and internal grant-making programs to nudge everyone who’s got anything going that is tangent to food-systems stuff (which is almost everyone, in the end) to ramp up the facets of their work that feed into creating ferment around changing our food system. Over time, there will be lots of vegan-friendly people, classes, clubs, receptions, student groups, educational and extracurricular programs, even restaurants and businesses in the town that support the ever-growing populations of students who come to do this work. People who come to the university thinking that going vegan is silly or threatening will see how exciting and transformative it is, both individually and culturally and will be much more receptive to the arguments (if indeed they even need to hear them at all; once the atmosphere is where it needs to be, the arguments themselves become redundant, which is probably better anyway given how post-hoc the average human being’s relationship to “the arguments” is anyway).
If it seems far-fetched that such a thing could happen, consider how quickly (in the grand scheme of things, at least) universities have shifted the national and international narratives around many other cultural and political topics and movements. And of course, the history of the agriculture industry’s involvement in the shape of higher education gives us a compelling case study that the university has already been used in precisely this way to shape and change the cultural and political landscape that has allowed the current food system to deflect criticism and put off urgently needed change.
Two exciting non-profits that are pioneering this sort of holistic approach to engaging the whole human being and providing support that goes beyond just “exposure to the arguments” toward life- and institution-building are Afro-Vegan Society ( https://www.afrovegansociety.org/copy-of-about-avs ) and CreatureKind*( https://www.becreaturekind.org) . These orgs primary constituencies are Black and Christian audiences, respectively, but their holistic approaches to creating atmospheric shifts in the culture and building positive supporting institutions (rather than just handing out pamphlets with all the bad news) are valuable models that could be replicated in lots of different contexts. Also, the Good Food Institute** is engaging higher ed directly with its “Research Centers of Excellence” program: https://gfi.org/solutions/building-interdisciplinary-university-research-centers-of-excellence/.
*I am on the board of directors for CreatureKind.
**I have a family member who works at The Good Food Institute.
Thank you, Matthew, for writing this fantastic comment. The arguments from your essay seem a lot stronger to me now that I take your comment into consideration. It is true that higher education can be a great force for positive social change. As far as I know, many of those involved in emancipatory social movements were educated at university, and this can be no coincidence. And I wholeheartedly agree that getting people to go vegan is not a matter of telling them the arguments in favor of veganism, even if they are not aware of these arguments yet. We may indeed be far more successful if we can first get people to experience how vegan food can be just as delicious and healthy (if not more) than non-vegan food, and then get them to go vegan themselves. This is, in any case, how it worked for me: I was already a vegetarian, so I knew that you could eat great food without eating meat, and after recently discovering tofu, vegan mayonaise, coconut-based dairy yoghurt replacement and vegan chocolate desserts (all of which I had almost never eaten before), it became clear to me that I could eat great food without dairy and eggs too, and so I became a vegan too. Of course, I had already been (vaguely) aware of the arguments in favor of veganism for quite some time, but back then, I just couldn’t picture myself enjoying vegan food. Indeed, we need to get people to experience how great vegan food is, and the proposals you discuss in your comment can definitely contribute to that.
I think it is great that you, one of the authors of The Good it Promises, the Harm it Does, have taken the time to engage in constructive discussion with effective altruists.
Here are a few thoughts I had after reading your essay. The advantage of focusing on students in higher education might be that they are more likely to sympathize with veganism and thus more likely to actually become vegan than people from other groups are. On the other hand, the impact of additional resources in this area might be lower because students are probably more likely to already be aware of the arguments in favor of veganism, and might already have more knowledge about healthy, tasty plant-based food, and thus a lot of students might have become vegan anyway, even without reaching out to them. Conversely, getting people from religious and/or Black communities to go vegan might be more challenging, but the impact might be very high because, as you rightly point out in your essay, financial support for animal advocacy outreach to religious and/or Black communities is neglected.
Overall I think your essay raises great questions and I really hope that effective altruists will engage with them.
Hi again, Maxim! Thanks for your patience.
Your point is well taken about the risk that additional resources in higher education settings might be redundant given that college students are perhaps more likely than the general population already to be “aware of the arguments in favor of veganism.” I think that this would be a serious concern if “awareness of the arguments in favor of veganism” alone were sufficient to support behavioral change over the long-term.
In my experience, however—and I think the most recent social scientific evidence supports this observation, too—”awareness of the arguments” is generally not enough for many even to motivate serious experimentation toward behavioral change much less to support it over time. For many people, indeed, exposure to the arguments can have a counterproductive effect, in that data and argumentative support for positions they find threatening trigger identity-protective cognition that leads to a doubling-down on the attitudes and actions perceived as under threat (Ezra Klein’s Why We’re Polarized has some really helpful, accessible discussions of this phenomenon and its effects on people’s ability to process data and arguments).
How do we mitigate the serious threat to cultural change posed by identity-protective cognition? I’m intrigued by the strategy of implementing slow-releasing changes in the epistemic atmosphere that collectively serve to defang and normalize the data and supporting arguments so that they can be received without triggering identity-protective cognition. In other words, by creating environments that help people both pre-reflectively and communally to take the data and supporting arguments in stride and maybe even find them intriguing or inspiring, we can circumvent the threat-detection response that closes many people off to attitudinal and behavioral change.
By pre-reflective environmental conditioning, I have in mind giving people lots of opportunities pre-reflectively to intuit that something is non-threatening, credible, and maybe even cool without having to engage in an argumentative way that threatens one’s identity. By communal environmental conditioning, I have in mind giving people lots of opportunities to get social and cultural support from similarly interested people and organizations in the event that their interest is piqued.
I’m hard-pressed to think of a better place to cultivate both pre-reflective and communal environmental conditioning than the hallowed halls of institutions of higher learning. Anyone who is paying attention to the higher ed culture wars in American institutions likely already understands the ripeness of this environment for shaping people’s values and behaviors over the long term. Students come in chomping at the bit to get out from under their parents’ influence and values, so they’re highly open to suggestion. For 4+ years, they are surrounded on all sides by opportunities to expand their consciousness and expertise—not just explicitly by going to classes and talks and lectures, but pre-reflectively by breathing in an atmosphere that normalizes all kinds of differences that may have seemed anything but normal in one’s previous day-to-day life. There are charismatic professors, compelling student leaders, amazing vocational training and networking opportunities. Unsurprisingly, the well-funded programs that institutions innovate, support, and proudly advertise are the ones that often generate the most interest, excitement, and participation.
So imagine what could happen if we got serious about accelerating and scaling the vegan-friendly cultures that are already seeded in higher education. Generally speaking, the faculty presence and student clubs and extracurricular opportunities in many places are already there on the ground, but are both decentralized and underfunded. In a lot of cases, scaling these cultures (or at least nudging them in the direction of scalability) could be as easy as giving a substantial lead gift for an institute or center—let the university decide how to mission-fit and brand it for galvanizing its alumni and current students (sustainability? creation care? human/animal studies? food systems? green economy?). The director(s) of the center and key faculty and administrators, then, audit everything that is going on around and tangent to these issues, build a central institutional hub to connect and empower the different intermeshed programs and opportunities, and then help faculty to build out curricular programs (majors, minors, certificate programs, themed dorms and cohorts, honors programs, etc.) and student life to build out supporting extra-curricular and cultural programs, using funding opportunities and internal grant-making programs to nudge everyone who’s got anything going that is tangent to food-systems stuff (which is almost everyone, in the end) to ramp up the facets of their work that feed into creating ferment around changing our food system. Over time, there will be lots of vegan-friendly people, classes, clubs, receptions, student groups, educational and extracurricular programs, even restaurants and businesses in the town that support the ever-growing populations of students who come to do this work. People who come to the university thinking that going vegan is silly or threatening will see how exciting and transformative it is, both individually and culturally and will be much more receptive to the arguments (if indeed they even need to hear them at all; once the atmosphere is where it needs to be, the arguments themselves become redundant, which is probably better anyway given how post-hoc the average human being’s relationship to “the arguments” is anyway).
If it seems far-fetched that such a thing could happen, consider how quickly (in the grand scheme of things, at least) universities have shifted the national and international narratives around many other cultural and political topics and movements. And of course, the history of the agriculture industry’s involvement in the shape of higher education gives us a compelling case study that the university has already been used in precisely this way to shape and change the cultural and political landscape that has allowed the current food system to deflect criticism and put off urgently needed change.
Two exciting non-profits that are pioneering this sort of holistic approach to engaging the whole human being and providing support that goes beyond just “exposure to the arguments” toward life- and institution-building are Afro-Vegan Society ( https://www.afrovegansociety.org/copy-of-about-avs ) and CreatureKind*( https://www.becreaturekind.org) . These orgs primary constituencies are Black and Christian audiences, respectively, but their holistic approaches to creating atmospheric shifts in the culture and building positive supporting institutions (rather than just handing out pamphlets with all the bad news) are valuable models that could be replicated in lots of different contexts. Also, the Good Food Institute** is engaging higher ed directly with its “Research Centers of Excellence” program: https://gfi.org/solutions/building-interdisciplinary-university-research-centers-of-excellence/.
*I am on the board of directors for CreatureKind.
**I have a family member who works at The Good Food Institute.
Thank you, Matthew, for writing this fantastic comment. The arguments from your essay seem a lot stronger to me now that I take your comment into consideration. It is true that higher education can be a great force for positive social change. As far as I know, many of those involved in emancipatory social movements were educated at university, and this can be no coincidence. And I wholeheartedly agree that getting people to go vegan is not a matter of telling them the arguments in favor of veganism, even if they are not aware of these arguments yet. We may indeed be far more successful if we can first get people to experience how vegan food can be just as delicious and healthy (if not more) than non-vegan food, and then get them to go vegan themselves. This is, in any case, how it worked for me: I was already a vegetarian, so I knew that you could eat great food without eating meat, and after recently discovering tofu, vegan mayonaise, coconut-based dairy yoghurt replacement and vegan chocolate desserts (all of which I had almost never eaten before), it became clear to me that I could eat great food without dairy and eggs too, and so I became a vegan too. Of course, I had already been (vaguely) aware of the arguments in favor of veganism for quite some time, but back then, I just couldn’t picture myself enjoying vegan food. Indeed, we need to get people to experience how great vegan food is, and the proposals you discuss in your comment can definitely contribute to that.
Thanks so much for this positive feedback, Maxim, and for the reflections on potential impact! I really appreciate your taking the time to share them!
I have some additional thoughts, but no time at the moment to share them! So, gratitude for now and a promise to circle back when time permits! :)