Abstract

Due to their heavy reliance on public goodwill, community-based animal protection organizations (APOs) often face a dilemma in animal advocacy. Either they preserve institutional efficacy by focusing on popular causes—for example, protecting cats and dogs from individual acts of cruelty—at the expense of their own progressive institutional mandates. Or they honor their own institutional mandates by pursuing progressive causes—for example, challenging factory farming or the property status of animals—at the risk of losing public support. In this chapter, the authors argue that APOs can avoid this dilemma by adopting a new model of advocacy: “we”-reasoning. Drawing on recent work in the philosophy of social norms, the authors claim that “we-reasons” rooted in group norms, distinct from both prudential reasoning (“reason-for-me”) and from moral reasoning (“reason-for everyone”), can generate support for progressive agendas. They apply this model to recent controversies about the adoption of vegan diets in shelters.