The Vegan Report The Leaky Bucket Trap | Science of Activism
Mar 18, 2026
Ella Wong, a project manager in user research and stakeholder engagement for alt protein and animal advocacy in Asia. She explores why trial does not equal repeat purchase in plant-based markets. She contrasts Western value messaging with local health and cost drivers. She outlines ways to retain local talent, share practical knowledge, and unlock regional funders and experiential donor formats.
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Good Growth Launched A Quarterly Strategy Brief
- Good Growth released a Strategy Brief to share quarterly actionable insights for Asia's food systems.
- Ella invites listeners to find the full brief at goodgrowth.io and connect via hello at goodgrowth.io.
Willingness Doesn’t Equal Repeat Buying
- There is a large gap between willingness to try plant-based meat and repeat purchases in Southeast Asia.
- Good Growth found 75% of non-tryers are willing to try, but repeat purchases remain low, signaling a conversion/retention problem.
Western Messages Miss Cultural Drivers
- Western messaging about abstract values like saving the planet underperforms in Asia where food is cultural and driven by health and cost.
- Ella argues local cultural drivers matter more than global environmental frames for food choices.