Everyone can take One Step For Animals! http://t.co/LmDkPksZPf Everyone can take one simple step that will make a big difference for the animals! Given that the vast, vast majority of factory-farmed animals are chickens, we are focused on getting people to reduce their consumption of chickens, rather than asking people to eat less meat, try vegetarian, or go vegan. The most important insight driving us is what won Herb Simon his Nobel Prize in Economics: People don't make optimal or perfect decisions. Rather, almost everyone makes choices based on what is a bit better or is good enough. In almost every sense, nearly everyone considers eating chickens to be better than eating cows or pigs. At this time, we truly believe numbers-focused harm reduction is the best way to both reduce suffering as well as work toward the world we want: a world where animals aren't viewed as food.