Accelerating the growth of ethical and sustainable food systems in Asia with actionable research and design
Research In Progress
Ongoing research to help organisations make better decisions across Asia’s food systems.
Co-Creating a Research Agenda to Improve Evidence-Based Strategies in China
China plays a pivotal role in global animal welfare progress, but effective advocacy pathways remain insufficiently mapped. This project aims to bring advocates and researchers together to set an actionable agenda and to make sure findings are relevant, credible, and easy to use. We will learn what questions matter most and what kind of research is useful in their everyday work.
Chinese Consumer Perspectives on Aquatic Animals
China produces over half of the world’s farmed fish and crustaceans, but consumer views on aquatic animal welfare remain largely unknown. This study surveys 1,000 consumers in Beijing, Shanghai, and Shenzhen to understand awareness, trust in labeling, and willingness to pay for higher-welfare products. The findings will help advocacy organisations sharpen messaging, strengthen corporate engagement, and explore effective labeling strategies.
Research Highlights
We help organisations understand Asian consumers and stakeholders to develop effective strategies in the region.
Food Systems Advocacy In The Global South: A Framework And Pilot In India
Across the animal advocacy movement, there's growing recognition that a strategy's success is closely tied to the environment in which it's implemented. This pilot study proposes a practical framework for India that supports advocates and funders to design, adapt, and evaluate campaigns under India's contextual realities. With feedback from other advocates in the Global South, this framework can be refined and adapted to other contexts in the future.
Read the findings summary here.
Full report here.
Building Culturally-Resonant Plant-Based Campaigns: Audience Research in India
While general vegan advocacy campaigns focus on plant-based meal transitions, India's population requires a tailored approach that accounts for local preferences, food security issues, and societal structures. Commissioned by an international animal advocacy organisation operating in India, this research found consumer segments in selected cities that have high openness to plant-based eating, and explored messaging that may better resonate with them.
How To Message Plant-Based Diets And Products In Southeast Asia: A Social Media Analysis
In partnership with Faunalytics, this study employed social listening analysis to identify key beliefs and misconceptions for South East Asians around plant-based diets and alternative proteins. These findings present a key opportunity for advocates to better understand how this crucial region views plant-based diets and products — and, more importantly, they demonstrate how advocates can fine-tune their strategies to maximize positive impact for animals.
Read the findings summary here.
Full report here.
The team
We bring together professionals across academia, business and design to deliver rigorous and actionable research. With a network across the globe, we bring multicultural, interdisciplinary perspectives to research and design.
Co-Founder, Lead Researcher
Jah Ying is a social and market researcher, with 10 years of experience working with NGOs, social enterprises and startups across Asia and Europe. Her recent work focuses on the animal welfare and alternative protein industry in Asia, including consumer studies on attitudes towards plant-based products and farmed animal welfare in China, as well as landscape analyses of animal advocacy across Asia.
She is currently studying the intersection of farmed animal welfare and organisational decision-making at the University of Sydney, aiming to apply academic research and entrepreneurial experience to develop effective tools for animal advocacy in Asia. Previously, Jah Ying founded and sold a student sponsorship startup, and led climate change campaigns in China and East Asia.
Co-Founder, Head of Projects and Ops
Ella is an experienced project manager in user research and stakeholder engagement. She has led stakeholder and market research projects related to the alt protein industry in China, as well as the animal advocacy movement in Asia. She is also in charge of the distribution of research insights and general operations for Good Growth.
Prior to joining, she was involved in running sustainability-related training programmes for corporates and government bodies. She also has experience in UX research & design and stakeholder management for a top property developer in Hong Kong and Mainland China. In her spare time, you can find her trying the latest plant-based protein products around town.
