Why plant-based?

Because choosing plant-based feels good.

Do you love animals? Are you against animal suffering? By choosing plant-based, you live more in line with your values. And that feels good. Many people who have gone vegan even say it was one of the best decisions they ever made.

Calm animal in a gentle natural setting

Questions that make you reflect on how you feel.

The questions below invite you to look honestly at what feels right — for you and for animals.

1

Are you an animal lover?

We often see ourselves as animal lovers.
If we love animals, shouldn't we leave them alone?

Many people feel love for animals.

But we cannot both love animals and eat them or use them for products. Genuine love means leaving animals alone and protecting them.

Reason 1: It feels good to stop causing animal suffering when you consider yourself an animal lover.
Animal friendship in a calm natural setting
2

Do your actions match your values?

Do you believe animals deserve respect?
Then isn't it strange to hurt them?

Many people believe animals deserve respect, safety and freedom.

Choosing plant-based brings your everyday actions more in line with those values.

Reason 2: It feels good when your actions (buying plant-based products) align with your values (opposing animal suffering).
Gentle image representing values and respect for animals
3

Which side do you choose?

Looking at history, do you want to be on the right side?
Or on the side of those who simply follow?

In the future, people will look back with horror at the way we treat animals. The right thing to do is stop now. It feels good to know you are on the right side of history.

Reason 3: It feels good to be on the right side of history.
Image symbolizing a conscious choice for animals
4

Do you want to be a walking grave?

After eating meat, the body of an animal is inside your body.
In a sense, you become an animal's grave.

Meat is the body of a dead animal. An individual. That can make eating plant-based feel lighter, mentally too.

Reason 4: It feels good that your body no longer has to process dead animals.
Calm image representing plant-based and lighter eating
5

Can you bear to watch the suffering?

Can you watch Dominion?
Does animal suffering make you uncomfortable?

Images of animal suffering affect most of us. That shows we empathize with animals. Don't push that feeling away. Use it as motivation to change.

Reason 5: We shouldn't cause animal suffering if even seeing it makes us sad.
Subtle image representing compassion for animals
6

Could you kill an animal yourself?

Imagine having to slaughter every animal yourself.
Would you still eat animal products?
Could you behead a lamb?

Many people would not want to kill an animal themselves for a meal.

But when we buy animal products, we pay someone else to do it for us.

Reason 6: We shouldn't pay others to kill animals if we would not want to do it ourselves.
Gentle image of an animal conveying vulnerability
7

What is actually natural?

Would you drink milk straight from an udder?
An egg comes from a hen's reproductive system.
Would you eat an animal raw?

Many animal products feel normal because we grew up with them.

But when you consciously think about them, they can actually feel strange, uncomfortable or unnatural.

Reason 7: Plant-based products can feel more natural than the animal products we consume.
Natural and calm image suited to plant-based choices

Choose with both your feelings and your values.

Choosing plant-based feels good. By no longer buying animal products, you stop contributing to animal suffering. Your actions align with your values, helping you live with a clearer conscience.

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