Resources

Going vegan is a whole lot more than learning to make chili without meat. Most Americans eat and wear animal products, rely on a multitude of products that are tested on animals, and depend on animals for entertainment (whether it’s playing soccer with a leather ball or spending the afternoon at the zoo). There has been no other social justice movement that has asked all people to change their lives so extensively and fundamentally. Comparisons to other movements and societal changes are pretty limited. We are truly in uncharted territory.

With no one to really show us the way, […]

Taken from the field of epidemiology, a tipping point is the moment at which a contagious disease “tips” and becomes an epidemic. From a sociological point of view, it’s the point at which momentum for change becomes unstoppable. The Tipping Point by Malcolm Gladwell is about turning messages—about ideas, behaviors or products—into epidemics.

How do we spread a vegan message to the point where it tips? Obviously this book doesn’t offer a blueprint for that. But it gives some ideas—and some fascinating food for thought—based on research from marketing, sociology, and education.

A few concepts: