Nick Cooney - Veganomics: The Surprising Science on What Motivates Vegetarians, from the Breakfast Table to the Bedroom

Cooney's book is filled with hard science and fascinating insights, but most of all it builds a firm foundation from which the vegan movement can chart its course.Kathy Freston, New York Times Bestselling Author of Quantum Wellness and The Lean

Veganomics offers a fascinating look at the rise of vegetarianism, as well as intriguing insight into the hearts and minds of the compassionate people who choose to leave meat off their plates. You will be captivated and informed, but most importantly, inspired.Nathan Runkle, Executive Director, Mercy For Animals

When it comes to animal protection work, it's not enough just to be right: animals need us to be both right and effective. Nick Cooney's combed through the scientific literature on what's effective (and what's not) so you don't have to. For the sake of animals, read it now!Paul Shapiro, Vice President of Farm Animal Protection, The Humane Society of the United States

A must-read for anyone who is serious about making the world a kinder place for animals.Gene Baur, Co-Founder and President, Farm Sanctuary

Veganomics is among the most important, practical, well-researched, and interesting books to grace the animal advocacy arena in a long time. Cooney's effortless prose makes digesting so much rich information into a delicious reading experience. Cooney has taken the movement to the next level, from the what to the how, and perhaps just in time.Jeff Lydon, Executive Director, VegFund

Nick Cooney is helping revolutionize vegan advocacy by shining a spotlight on the need for research to measure results. It's a must-read for anyone who cares about creating more vegans and helping farmed animals.Che Green, Executive Director, Humane Research Council

Veganomics is one of the most useful and important books on vegetarian advocacy written to date. If you're looking to be a more effective vegetarian advocate, this book is essential.Jon Camp, Director of Outreach, Vegan Outreach

Casting aside philosophy and moralizing, Cooney sifts through the data with a steely-eyed pragmatism towards what works and what doesn't in promoting a cruelty-free diet.Bruce Friedrich, Co-Author of The Animal Activist's Handbook

Veganomics is a meticulously researched book with major implications for anyone who enjoys meat-free meals. Cooney is the Nate Silver of the vegetarian world, crunching the numbers in an entertaining and engaging way to uncover surprising truths about our diets and ourselves.Michael Greger, M.D., Founder, NutritionFacts.org

Whether you are an animal advocate yourself, or just want to understand the culture, Cooney provides answers to the questions you didn't know you had. Read it, get informed, and make a difference.Jon Bockman, Executive Director, EffectiveAnimalActivism.org

With Veganomics, Nick Cooney firmly establishes himself as a fresh voice with novel perspectives on the hows and whys of reaching ever-larger numbers with the plant-based message. It's also a fun book, with interesting, memorable factoids on every page that you will search for opportunities to work into conversation at the water cooler or your next party.Joseph Connelly, Founder and Publisher, VegNews magazine

Veganomics is a must-read for anyone who intends to take research-based vegan advocacy to the next level. You won't agree with everything he writesand that's exactly what makes it so powerful. Cooney's challenge to our movement is to put aside our biases in order to bring our A game for farmed animals.Michael A. Webermann, Executive Director, Farm Animal Rights Movement (FARM)

Supremely readable and thought provoking, this book sheds new light on what it is going to take for more Americans to give up turkey for Tofurky and other meat alternatives. Marketers of vegan foods would pay thousands of dollars for this level of information and not learn as much.Seth Tibbott, Founder and President, The Tofurky Company

A great book the vegan movement has been waiting for for decades. Veganomics is surely the most complete compendium on vegetarians and vegans.Sebastian Zsch, CEO, German Vegetarian Association (VEBU)

If you want to help more animals by spreading veg eating, Veganomics is a must-read. Nick Cooney has given us a powerful resource that can dramatically accelerate the progress of the veg movement.Caryn Ginsberg, Author of Animal Impact

Blending demographics and social psychology, Cooney's sharp analysis will provide a wealth of support for the already converted. More importantly, it will make the prospect of joining this impressive and growing cohort of the population irresistible for anyone who thinks seriously about the powerful connection between food and identity.James McWilliams, Author of Just Food and The Politics of the Pasture

Nick Cooney states in his book that, as activists, we should be asking ourselves How can I do the most possible good in the world? Well, the answer as to how we invest our time more effectively begins with reading Veganomics. This book is absolutely essential for anyone who cares about animals and wants to make a difference. It is an enormous contribution to the animal rights movement.Sharon Nez, Co-Founder, Animal Equality

It's about time we go from guessing to knowing what's best for the animals. This book is an important milestone on this path. Nick Cooney's work has proven to be invaluable for the animal protection movement.Mahi Klosterhalfen, CEO and president, Albert Schweitzer Foundation for Our Contemporaries

Based on scientific data and enriched with vivid reflections, Cooney encourages all animal advocates to maintain ambitious but realistic goals to build a more compassionate world.Daniela Romero Waldhorn, General Director, AnimaNaturalis International

2014

Lantern Books

128 Second Place

Brooklyn, NY 11231

www.lanternbooks.com

Copyright 2014 Nick Cooney

All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the written permission of Lantern Books.

Library of Congress Cataloging-in-Publication Data

Cooney, Nick.

Veganomics : the surprising science on vegetarians, from the breakfast table to the bedroom / Nick Cooney.

pages cm

Includes bibliographical references.

ISBN 978-1-59056-428-8 (pbk. : alk. paper)ISBN 978-1-59056-429-5 (ebook)

1. Vegetarianism. 2. Vegetarians. I. Title.

TX392.C697 2013

641.5'636dc23

2013029884

Flip through a magazine, browse online, or turn on the television, and it quickly becomes clear: vegetarian eating is on the rise. Bookstores devote whole aisles to vegetarian cookbooks. Columnists like the New York Times' Mark Bittman are singing the praises of meat-free meals. Entire school districts in Baltimore, Los Angeles, and elsewhere are removing meat from their menus every Monday.

Average meat consumption in the U.S. dropped nearly 10 percent between 2006 and 2012. Part of the decline was caused by the growing number of vegetarians and vegans. Meat reducerspeople eating less meat to improve their health or for other reasonsalso played a major role. While the lowering of meat consumption was specific to the U.S., vegetarian eating has also become more common in Canada, Australia, and across Europe over the past two decades.