Judging by the comment deletions, this seems to be receiving some pushback. Here’s my guess why: the message is a little sanctimonious. And if there’s one thing most people hate, it’s sanctimony. This fact partly explains the outcome of a certain recent election.

Yes, the message is true! Chowing on burgers and chicken drumsticks is not kind, given the suffering that it took to make them. But food production and consumption have become so disconnected. And people are mostly kind in their everyday lives (far from factory farms). They don’t appreciate being told the contrary.

This is why I prefer messaging that focuses on coherence. Show or explain how the meat was made, using facts or images, and without judgement or emotion. Point out that the alternatives are pretty tasty (no need to talk up healthiness, that will go unsaid). And maybe evoke, as gently as possible, the mismatch in our collective values. Perhaps by pointing out the love given to household pets. Delivered like this, the message might have a chance of landing. After all, people hate sanctimony but they also hate hypocrisy.