Our Approach
At Mercy For Animals, our mission is to end industrial animal agriculture by creating a just and sustainable food system. To achieve this, we focus on five global priorities while employing two core strategies to support these goals.
Our Global Priorities
Alleviating Large-Scale Suffering
Factory farming causes immense suffering for billions of animals worldwide, particularly laying hens, chickens raised for meat, and farmed fish. Mercy For Animals prioritizes alleviating this suffering by collaborating with corporations and policymakers to establish and enforce stronger welfare standards. Addressing the worst abuses inflicted on the most animals delivers measurable relief while driving progress toward dismantling the systems that enable animal cruelty on an industrial scale.
Building Momentum for Wider Change
Lasting change begins with shifting societal attitudes toward animals and the food system. Mercy For Animals focuses on keeping farmed animal welfare in the public spotlight through campaigns that highlight the scale and urgency of the problem. By raising awareness and deepening moral clarity, we inspire individuals, institutions, and policymakers to recognize the need for reform and take meaningful action.
Advocating Plant-Based Policies
Transitioning to plant-based foods is essential for addressing climate change, improving food security, and reducing animal exploitation. Mercy For Animals works with governments, international organizations, and policymakers to promote plant-based solutions in climate policies, food systems strategies, and institutional programs. We advocate systemic changes that benefit animals, people, and the planet, creating a sustainable and compassionate food future.
Targeting Key Social Clusters
Behavioral change spreads most effectively within close-knit social and professional networks. Mercy For Animals focuses on influential settings, such as schools, workplaces, and community organizations, to accelerate adoption of plant-based lifestyles. By driving change within these groups, we amplify progress across broader populations, creating momentum for plant-based eating to become a widely accepted norm.
Normalizing Plant-Based Eating
Widespread adoption of plant-based eating requires accessibility and appeal. Mercy For Animals partners with businesses, schools, and institutions to make plant-based options affordable, appealing, visible, and convenient. By improving the availability and attractiveness of plant-based foods, we help make compassionate, cruelty-free choices an easy and natural part of daily life.
Our Strategies
Leveraging Trigger Events
Trigger events—shocking or pivotal incidents that expose systemic issues—play a crucial role in driving social justice movements. Mercy For Animals monitors, responds to, and amplifies these moments to advance our global priorities. Whether unplanned events, such as environmental disasters linked to industrial agriculture, or planned actions that spotlight cruelty, we act swiftly to ensure they become catalysts for change.
Building Strategic Power to Drive Change
To achieve lasting progress, Mercy For Animals focuses on building the specific types of power needed to influence decision-makers and create systemic change. We identify key stakeholders—governments, corporations, communities, and multilateral institutions—and determine the most effective ways to engage and influence them. This includes fostering alliances, mobilizing public support, and using evidence-based advocacy to drive action.
Join Our Team!
As part of our global team of innovators, you’ll engage in some of the most meaningful work of your life.
