Learn to take pride in your fear, use your pain as a source of energy, and drive with tenacity that will move you to surrender to joy.

For the vast majority of us at this conference, we want to save animals from a lifetime of torture and death. In fact, we are desperate to save them, yet saving them means changing the hearts and minds of every human on planet Earth and encouraging them to eat plants instead of animals. But humans are inherently self-centered, steeped in tradition, stubborn, and rightfully, utterly confused about what's healthy and what's not, thanks to meat, egg, and dairy marketing machines.

So what if we took a page out of their marketing handbook and used it for good with a mere fraction of the budget? Traditional marketing uses activities and processes to create, communicate, and exchange offerings that have value, and I think we do a great job of that as a movement, yet about 98 % of humans are still consuming our friends.

Could there be alternative ways to market; using unique, out-of-the-box ideas to push towards a vegan world? I believe so, and in this presentation, I will take you through an active look at our marketing work at Switch4Good, where in just 4.5 years, we have reached 590 million people with our work, engaged with 8.5 million of those individuals and converted 2.2 million of them to a dairy-free, plant-based diet. In this presentation, find out how we direct our work entirely to the 98 %, what tactics we use, and the questions we ask ourselves on a daily basis.