Accelerating the growth of ethical and sustainable food systems in Asia with actionable research and design
Research In Progress
We have several ongoing research projects in the field.
Subscribe to our newsletter to stay updated on our latest findings.
Advancing Research-Driven Advocacy with the ACE Movement Grant
As proud recipients of ACE Movement Grants, our upcoming initiatives focus on increasing data accessibility and enhancing advocate engagement.
Throughout the next year, we will hold action-driven workshops to create new intervention ideas, and test out ways to increase advocate access to existing research and data.
Harnessing the Power of Stakeholder-Engaged Research In Animal Advocacy
This project explores different approaches to involving key stakeholders in food systems research, developing a framework for research design and analysis.
While we demonstrate the application of this framework to the context of farmed animal advocacy research in China/SE Asia, it also provides a generalisable tool for researchers and funders in future project design and evaluation.
Scoping Collaboration Across Social Movements In Southeast Asia
In partnership with Faunalytics, this study investigates the potential for strategic collaboration between the farmed animal advocacy movement and other social movements in Southeast Asia.
By examining the missions, goals, and strategies of diverse movements, the study seeks to identify collaborative opportunities that could amplify impact and effectiveness in the region.
Messaging About Plant-Based Diets and Products In Southeast Asia
In partnership with Faunalytics, Southeast Asia’s diverse food cultures and beliefs create a unique challenge for promoting plant-based diets and alternative proteins. Recognizing the gap in region-specific research, this study embarks on comprehensive research to understand current perceptions and terminology around plant-based diets in Southeast Asia. The findings will provide actionable insights for animal advocacy organizations, helping them to improve campaign design and effectiveness in Southeast Asia.
Green And Humane: Engaging Generation Z
‘Generation Z’, aged roughly 18-26, are decidedly more aware of the pressing issues that threaten the world as compared to their predecessors, making them a critical group to engage in animal and environmental protection.
In collaboration with Faunalytics, this study aims to identify strategies for harnessing the action and focus of Gen Z in the US, China, Thailand, and Indonesia, by investigating their barriers and motivators in making pro-environment and pro-animal protection lifestyle changes and potential solutions to enable these changes. Further, this study will delve into Gen Z’s perceptions of ‘environmental protection’ and ‘animal protection’ as career paths, identifying what may act as potential barriers, motivators and facilitators to pursuing work in these fields, with the aim to help organizations understand, engage and develop future talents for our movement.
Research Highlights
We help organisations understand Asian consumers and stakeholders to develop effective strategies in the region.
How familiar are Chinese consumers with plant-based meat?
Our study published in the Journal of Human Nutrition and Dietetics looked at Chinese consumers’ diets, familiarity with plant-based meat, how they feel about these products, and which attitudes and demographic characteristics were associated with willingness to purchase.
Read summarised findings in this blog post.
What are the different types of Chinese consumers?
What are the challenges and opportunities faced by the animal advocacy community in China?
In partnership with Faunalytics, we worked with members of the Chinese animal protection community in China to understand the advocacy landscape and the challenges and opportunities faced in this nascent field.
Read our key findings for the study here.
Chinese Consumers' Attitudes Towards Animal Welfare
Building on the results of the previous study, we conducted focus groups to test advocates’ assumptions of Chinese consumer attitudes towards meat consumption, farmed animal welfare, and higher welfare products. We tested different campaign messages across 8 demographic groups, identifying grandparents and mothers as highly receptive audiences.
Read our key findings for the study here.
Capacity Building Gaps within Farmed Animal Organisations in Asia
Commissioned by Animal Advocacy Africa, this study aimed to identify the challenges and needs of FAW/vegan organizations in Asia, informing the organisation’s strategy to launch their programme in Asia.
The findings and recommendations are also applicable to funders and capacity builders in the region who want to find actionable, effective ways to grow the movement in the region.
Farming systems in Thailand and Indonesia
In partnership with a large international NGO, we are researching the multiple aspects of the Thai and Indonesian farm animal landscape, to assess whether and how to effectively enter these new markets. As part of our systematic study of national, we will conduct desktop research, stakeholder interviews with over 20 animal industry stakeholders, and a consumer survey of 400 respondents per country.
Consumer diets and perceptions towards plant-based meat in SE Asia
In collaboration with the Good Food Institute APAC, we have conducted foundational research on six countries in South East Asia to guide decision-making for startups, corporates, investors, and policymakers.
Utilising mixed-methods research like semiotics, focus groups, a 6000-respondent survey, and segmentation analysis, we aim to understand consumer attitudes and promising segments of alternative protein markets in SEA.
Read the findings summary here.
Pathways to Impact: A study of international advocates' strategies and needs
In partnership with the Pollination Project and Faunalytics, we conducted a study to understand how strategic decisions are made by groups in different regions.
Using a mixed methods approach (survey and focus group discussions), we collected data from over 200 farmed animal/vegan advocacy organisations, and learned about the diverse approaches taken by farmed animal advocates, focusing on how and why organizations pursue different strategies.
Read the findings summary here.
Full report here.
A little more about us
At Good Growth, we work with alternative protein companies, animal welfare nonprofits, and social impact funders to understand consumers, scope new markets and prototype products & programmes.
Our Vision
A sustainable food system that ensures the well-being of both humans and animals.
Our Mission
Accelerating the growth of ethical and sustainable food systems in Asia with actionable research and design
Who we work with
We support local and international organisations to build ethical and sustainable food systems in Asia.
Food Systems & Animal Welfare Nonprofits
We help organisations understand Asian markets, assess threats, identify opportunities, and find talent for potential expansion.
Alternative Protein Companies and Investors
We help companies looking to assess and enter markets in Asia, and provide investors with insights that aid deal decisions while supporting existing portfolio companies.
Research Organisations and Funders
We help funders looking for Asian-based researchers to tackle a list of prioritised research questions and/or RFPs. Looking for an Asia-based contractor to help deliver international research? We can help!
The team
We bring together professionals across academia, business and design to deliver rigorous and actionable research. With a network across the globe, we bring multicultural, interdisciplinary perspectives to research and design.
Founder and Lead Researcher
Jah Ying is a social and market researcher, with 10 years of experience working with NGOs, social enterprises and startups across Asia and Europe. Her recent work focuses on the animal welfare and alternative protein industry in Asia, including consumer studies on attitudes towards plant-based products and farmed animal welfare in China, as well as landscape analyses of animal advocacy across Asia.
She is currently studying the intersection of farmed animal welfare and organisational decision-making at the University of Sydney, aiming to apply academic research and entrepreneurial experience to develop effective tools for animal advocacy in Asia. Previously, Jah Ying founded and sold a student sponsorship startup, and led climate change campaigns in China and East Asia.
Head of Projects and Operations
Ella is an experienced project manager in user research and stakeholder engagement. She has led stakeholder and market research projects related to the alt protein industry in China, as well as the animal advocacy movement in Asia. She is also in charge of the distribution of research insights and general operations for Good Growth.
Prior to joining, she was involved in running sustainability-related training programmes for corporates and government bodies. She also has experience in UX research & design and stakeholder management for a top property developer in Hong Kong and Mainland China. In her spare time, you can find her trying the latest plant-based protein products around town.
Researcher
Jack is a Researcher and Writer at Good Growth. He has 6 years of experience working with academic institutions and NGOs in Asia, Europe and Africa. He started his career in China, where he spent over 4 years conducting ethnographic research with the Hmong/ Miao ethnic group with various academic and NGO research projects.
Since graduating from a second MA in International Development from Sciences Po, Paris, in 2020, he has conducted research on hospital resilience in China, on movement growth for climate organisations, and on innovation in the nonprofit sector.
In his spare time, he loves playing percussive guitar, freediving, playing 5-a-side football and cooking ridiculously spicy Chinese food. He speaks fluent Chinese, English and French, and is proficient in Hmong and Japanese.
