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Organizations that aim to encourage or mitigate social change frequently face strategic trade-offs between changing the behaviour of individuals or institutions. This paper provides a conceptual analysis of this trade-off and an initial case study on the grand challenge of industrial animal agriculture. The nascent movement attempting to address this global issue has so far heavily focused on changing individual consumption with central messages like 'go vegan' and tactics like handing out pro-vegetarian leaflets. This paper critiques that focus, proposing instead what we call an institutional approach that focuses on changing governments, firms, social norms, and the like, particularly through developing and commercializing new food technologies. This paper argues from a perspective of effective altruism, aiming to maximize positive impact, that an increased use of the institutional approach may help organizations more effectively achieve their ethical goals. There are some cost-effective uses for the individual approach, so it should not be abandoned entirely, but a significant reduction may be prudent, at least in this context, and further research is warranted on this trade-off in other social contexts.

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