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All ethical vegans fighting for animal rights want the same thing — total animal liberation — but our paths to achieving it take us in different directions. In the past two years, a new and confrontational approach has gone mainstream in the U.S. and is spreading globally. Does the approach reflect the natural evolution of all social justice movements? Does it stem from the desire to expedite change for animals? Did it emerge to help activists stand out in an era of information overload? Whatever the motive, the approach is breathing new life into the animal rights movement, jolting  consumers where they least expect it; capturing the attention of the media; and triggering activists to exit their comfort zones on behalf of animals.

DxE protests Chipotle’s for marketing animal farming & slaughter as humane. (Photo: DxE)

The big change, propagated by the global organization Direct Action Everywhere (DxE) and embraced by NYC-based Collectively Free, is taking the protests inside of businesses that exploit animals. Let’s face it: many people pay no attention to activists demonstrating on a sidewalk, but they are a captive audience when seated in a restaurant or waiting in line at the grocery store. It’s an approach that, on the surface, appears ineffective or even counterproductive to some people. But in a compelling article about the approach, DxE’s founder, Wayne Hsiung, explains why disrupting and agitating inside are key ingredients in any successful social justice movement.

In his blog, Hsiung writes that Naomi Wolf, the pioneering feminist who studied dissent and protest in America, argues that, throughout history, activists have succeeded only when they disrupted “business as usual” and that today’s protests have become so “bureaucratized, institutionalized, and integrated into the fabric of ordinary life” that they are no longer disruptive.

Rosa Parks agitated by illegally sitting at the front of this bus, which is now a symbol of the Civil Rights movement.

Following are a few short excerpts from Hsiung’s blog:

“Dissent is vital to achieving social change, and that dissent is only effective if it is powerful, confident, and . . . disruptive.”

“Passersby, customers, and even multinational corporations can easily dismiss and write us off, if we do not push our message in the places where it is most unwelcome. But when we transform a space where violence has been normalized into a space of dissent, we can jolt, not just individual people, but our entire society into change.”

ACT-UP, an AIDS activist group, would have been ignored in the 1990s if they didn’t stop traffic, chain themselves to fences and climb onto rooftops. (pictured at the NIH)

“Because we have expressed that our cause is important enough to violate a powerful social norm [dining], we leave a mark on people: “Wow, what the heck was that! They’re so outraged by something that they felt the need to come into the store to register their complaint.”

DxE breaks with the tradition of letting customers dine in peace.

“Speaking loudly and proudly in defiance of social convention . . . inspires others to do the same. And that is why we encourage our activists to step outside of their comfort zones . . . and into the stores that are selling the dead bodies of our friends.”

Please visit Direct Action Everywhere and Collectively Free to learn about, support and/or join their provocative campaigns to expose the truth about animal farming and promote a cruelty-free lifestyle.

Whole Foods is selling rabbit meat and whole frozen rabbits in some part of the country, and activists are protesting. One handout reads, “Rabbits are the 3rd most popular furry companion in the U.S. and have unique personalities just like dogs and cats. They enjoy running, jumping, snuggling with other rabbits and form deep bonds with their humans.”

Whole Foods is defending the sale of rabbits, claiming they are treated humanely: “The rabbits will be raised in pens on solid floors with dry bedding to allow them to socialize, hide, climb, forage and play. The rabbits also have to have continuous access to drinking water, feed, gnawing blocks, tunnels and places for seclusion.”

The commercial farming of ANY animal for human consumption is inhumane, and it all has to stop – for the sake of the animals and the environment. In the meantime, why are we be protesting the sale of rabbits at Whole Foods if they do, in fact, have better lives than the broiler chickens being sold at the grocery store down the street? Do we think that companion animals deserve to be spared any more than chickens or cows, or are we simply using the “companion animal” rationale because it might be an effective approach to helping at least a few animals?

In our efforts to ban the slaughter of American horses, activists often use the same “companion animal” rationale. While I don’t think that horses or rabbits deserve to live or die any more than other animals, I will nonetheless be thrilled when the slaughter of horses and sale of rabbit meat are banned. (Please sign change.org petition to Whole Foods). I am grateful to activists who campaign against any form of animal abuse. At the end of the day, we’re probably most effective when we pick the battles that resonate most with ourselves.