The use of data for decision-making in the animal movement has been widely preached in the last years, in particular with the emergence of the movement of "effective altruism". This presentation will summarize the purpose but also the limitation of the use of data for activism. A closer look at trends and the use of figures for assessing impact, strategizing, or communicating will be taken.

Eventually, results of an extensive survey on the citizens` concerns for animal issues and diet segmented by socio-demographic groups will be introduced.