Central to most animal rights campaigns, is the goal of a consumer boycut. We simply want the end consumer, to start adopting a different pattern of consumption, buying the meat-free, egg-free or fur-free options etc. To make strategic decisions, a campaigner therefore needs a deeper understanding about the mechanisms behind the market, and factors other than purely ethical concerns, that are influential in everyday consumer reality.

Insights from marketing will help us raise the following questions:

• Are we having the highest level of impact, from the perspective of the market?
• Should we start thinking outside the cage of traditional means of activism?