To determine effectiveness in projects, campaigns, and our work as a whole, meaningful data needs to be tracked and collected. We strongly believe that a data-driven movement will accelerate and elevate our work, which is why we prioritize identifying, gathering, and analyzing data, as well as making it accessible to others.

We strongly believe competition is not only healthy but vital in improving our movement's effectiveness. Competition applies healthy pressure on organizations and projects to keep improving and iterating - and this gives us more information on what works.

We believe the movement has the potential to be more innovative in its approaches. We promote outside-the-box thinking and make innovation a core consideration of every part of our work and our processes.

We aim to help organizations and individuals connect and collaborate in more meaningful ways. We need to leverage our knowledge and network with each other to support our shared goals, whether that means sharing research or data, resources, or generally supporting each other overcome organizational challenges.

Only a tiny percentage of the world is vegan, and a fraction within are active. Many organizations encourage non-vegans to adopt veganism through health, environmental, or ethical reasons. We believe that we can also be effective by creating tools to help, inspire, and motivate more vegans to become advocates for the animals.