I am researching cultural attitudes towards veganism through interviews, site visits, exploration of popular media, following trends in vegan marketing and reading relevant books. I interview vegans, vegetarians, meat eaters who love non-human animal species, former vegetarians, former vegans, farm-to-table restaurant owners and animal farmers. My goal is to take the key findings and insights to design educational and messaging tools. I plan to re-frame the message of veganism from an idealistic, fundamentalist belief system that hinders dialogue, to a realistic and inclusive journey one may choose take.