Our values are the strategic foundation of our approach to creating transformative change.
1. Consistent Experimentation
We believe progress emerges from a high rate of experimentation. Failure is not a setback, but a critical pathway to breakthrough strategies. The more we fail the higher our chances to succeed in the long term.
2. Systemic Transformation
We are committed to fundamental cultural change, rejecting conservative modifications that just maintain the status quo of animal exploitation.
3. Mission Over Fundraising
Our mission is not defined by donor expectations. We are uncompromisingly focused on phasing out the exploitation of animals, regardless of financial pressures.
4. Collective Power
No single individual can create global change. We understand that our strength lies in coordinated, strategic collective action.
5. Embracing Discomfort
Growth happens outside comfort zones. We actively seek challenges that expand our capabilities and deepen our impact.
6. Long-Term Vision
We prioritize sustainable, strategic success over temporary, performative victories that create minimal change.
7. Consistent Actions
Small, persistent actions compound into significant transformation. We believe in consistent, strategic commitment.
8. Respect and Compassion
We treat each other – and all beings – with unwavering respect, kindness, and love, without compromising our core principles.
9. Suffering Aware
The ongoing suffering of animals fuels our resolve. We draw strength from this awareness, moving forward boldly and unapologetically. We find courage in our willingness to continuously learn, adapt, and challenge ourselves.
10. Humility
We recognise our individual limitations and the vastness of this mission. We are committed to stop animal suffering, understanding that true change requires collective effort beyond personal recognition.