Our movement needs to get better at measuring our impact and adjusting our strategy accordingly.

Please know, collecting data isn’t for bragging rights, it’s not an ego trip. The industries profiting from animal exploitation 100% use data & analytics to be more efficient in promoting animal products.

As you read this, animals are being oppressed in numbers we can’t even comprehend. As their defenders, we have a duty to use all of the tools at our disposal to help them. By collecting impact data as individuals, we can try different approaches and see what works for us; by analyzing global data, we can strategize as a movement. Data from MyStats has already shifted our strategy multiple times, and it will continue to do so for years to come.

James Hattersley
Founder & Director of WTF