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.
Cross-Movement Collaboration For Farmed Animal Advocates In Southeast Asia
In partnership with Faunalytics, this qualitative study employed desk reseach and semi-structured interviews with social movement leaders in Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines to understand how different social movement missions, goals, and strategies overlap with those of the farmed animal advocacy movement. These findings aim to help farmed animal advocates strategize future collaborations with other movements and help researchers think of future projects designed to make advocacy and collaboration in Southeast Asia easier.
Read the findings summary here.
Full report here.
Pathways to Impact: A study of international advocates' strategies and needs
In partnership with the Pollination Project and Faunalytics, we conducted a study to understand how strategic decisions are made by groups in different regions.
Using a mixed methods approach (survey and focus group discussions), we collected data from over 200 farmed animal/vegan advocacy organisations, and learned about the diverse approaches taken by farmed animal advocates, focusing on how and why organizations pursue different strategies.
Read the findings summary here.
Full report here.
Capacity Building Gaps within Farmed Animal Organisations in Asia
Commissioned by Animal Advocacy Africa, this study aimed to identify the challenges and needs of FAW/vegan organizations in Asia, informing the organisation’s strategy to launch their programme in Asia.
The findings and recommendations are also applicable to funders and capacity builders in the region who want to find actionable, effective ways to grow the movement in the region.
How familiar are Chinese consumers with plant-based meat?
Our study published in the Journal of Human Nutrition and Dietetics looked at Chinese consumers’ diets, familiarity with plant-based meat, how they feel about these products, and which attitudes and demographic characteristics were associated with willingness to purchase.
Read summarised findings in this blog post.
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.
Exploring Gen Z’s Attitudes Towards Animals And The Environment
In partnership with Faunalytics, we conducted a qualitative survey of 400 GenZ adults across USA, China, Thailand and Indonesia, uncovering their perspectives on their own beliefs and actions, governmental response and career prospects in environmental and animal protection. This study aims to help advocates better create campaigns and cultivate the younger generation as future leaders of the movement in their country.
Read the findings summary here.
Full report here.
Consumer diets and perceptions towards plant-based meat in SE Asia
In collaboration with the Good Food Institute APAC, we conducted foundational research on six countries in South East Asia to guide decision-making for startups, corporates, investors, and policymakers.
Utilising mixed-methods research like semiotics, focus groups, a 6000-respondent survey, and segmentation analysis, we aimed to understand consumer attitudes and promising segments of alternative protein markets in SEA.
Read the findings summary here.
Chinese Consumers' Attitudes Towards Animal Welfare
Building on the results of the previous study, we conducted focus groups to test advocates’ assumptions of Chinese consumer attitudes towards meat consumption, farmed animal welfare, and higher welfare products. We tested different campaign messages across 8 demographic groups, identifying grandparents and mothers as highly receptive audiences.
Read our key findings for the study here.
What are the challenges and opportunities faced by the animal advocacy community in China?
In partnership with Faunalytics, we worked with members of the Chinese animal protection community in China to understand the advocacy landscape and the challenges and opportunities faced in this nascent field.
Read our key findings for the study here.
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.
Research And Data As Tools In Advocates’ Decision-Making: A Focus On China & Southeast Asia
Building on an original Phase I study by Faunalytics, this report uncovers both internal and external applications of research, examines why advocates do or don't incorporate research into their work, and presents a roadmap for enhancing research engagement across China, Southeast Asia, and beyond.
Read the findings summary here.
Full report here.
Farming systems in Thailand and Indonesia
In partnership with a large international NGO, we have researched multiple aspects of the Thai and Indonesian farm animal landscape, to assess whether and how to effectively enter these new markets. As part of our systematic study, we have conducted extensive desktop research, stakeholder interviews with over 20 animal industry stakeholders, and a consumer survey of 400 respondents per country.
What are the different types of Chinese consumers?
A little more about us
At Good Growth, we work with alternative protein companies, animal welfare nonprofits, and social impact funders to understand consumers, scope new markets and prototype products & programmes.
Our Vision
A sustainable food system that ensures the well-being of both humans and animals.
Our Mission
Accelerating the growth of ethical and sustainable food systems in Asia with actionable research and design
