Our Mission & Approach

Home / Our Mission & Approach

Our Mission

Shift Norms and Values

We foster shifts in attitudes, behaviors, and norms to increase empathy and to transform how human and animal rights are perceived and advanced.

Influence Policy and Practice

We nurture grassroots, policy, and systemic changes that respect the rights, health, and wellbeing of humans and nonhumans around the globe.

Reinvent Powerful Legal and Economic Frameworks

We advance foundational principles—respect for liberty and sovereignty; a commitment to compassion, tolerance, and justice; and a fundamental belief that each individual possesses dignity—in order to address institutional violence against people and animals.

Accelerate Social Change

We work to increase the capacity of partners by scaling promising models of social change and inspiring new initiatives, fueling a Phoenix Zones Movement.

Phoenix Zones Initiative


Our Approach

We work toward practical, real-world change through an emphasis on the following:

Public education and outreach

Research and evaluation

Experimentation with diverse ideas and solutions

Rigorous systems analyses

Coalition and network building

Scalable, sustainable, evidence-based models of change

Ongoing evaluation and improvement

Advocacy for high-yield systems-level reform within governmental, nongovernmental, and corporate entities

Curation and dissemination of best practices that advance the rights, health, and wellbeing of people and animals, and therefore the health of our life-sustaining planet

Phoenix Zones Initiative

Our Values


We address the root causes of problems and empower others to do the same.


We operate by the highest ethical standards. How we achieve progress matters. The ends do not justify the means.


We prioritize evidence-based holistic solutions to advance rights, health, and wellbeing.


We commit to meaningful impact through systemic change, which requires work at multiple levels and ongoing improvement.