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The future of the animal rights movement is bright, but it needs PETA to move on from their gimmicks and harmful publicity stunts. If PETA fails to evolve, other advocates need to push ahead, distancing themselves from its gimmicks and forging a new perception of animal rights as an urgent and serious social issue.

A central tenet of the effective altruism mind-set is to stay open-minded and keep an eye out for the so-called Cause X, a new way of doing good that could be even better than your current strategy. Eventually I became convinced that reforming the food system was my Cause X, based on three criteria: its scale, tractability, and neglectedness.

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As humanity’s power grows, it will become increasingly important that humanity considers the interests of all sentient beings, not just those who can vote or organize on their own behalf, and that we approach complex social issues like animal farming with the perspective of effective altruism. The moral arc of the universe bends toward justice, but only if people like us take hold.