When asked if they would change their diet just one day a week to help save the planet, 80% of people say yes. Yet, action remains scarce. Why? Mark Starmer, a leadership expert turned animal advocate, joined Cheryl Moss on the Better Life for Animals podcast to uncover the psychology behind behavior change and share his inspiring journey from corporate boardrooms to running an animal sanctuary.
The Psychology Behind Behavior Change
Starmer shared an intriguing statistic: when asked if they would change their dietary habits for just one day a week to help the planet, 80% of people say yes. Yet, despite widespread awareness of environmental and ethical concerns, action remains minimal. According to Starmer, the key issue is that people aren’t being directly asked to make a change. He applies his expertise in leadership development to encourage corporate environments to implement plant-based initiatives, leveraging group dynamics and accountability to drive real action.
Creating a Sanctuary: A Life-Changing Mission
In addition to his work in corporate sustainability, Starmer and his wife have dedicated their lives to rescuing animals. Their sanctuary, Peace of Heaven Project, is home to over 150 animals, including 32 rescued dogs. Moving from a corporate career to a rural sanctuary in British Columbia, Starmer faced resistance from local communities, often being labeled a “vegan cult.” Despite these challenges, he remains committed to providing a safe haven for animals in need and advocating for a kinder world.
The Power of Immersive Experiences
One of the biggest revelations Starmer has observed is the profound impact of direct interactions with animals. While some visitors to the sanctuary merely seek photo opportunities, others experience transformative moments when they recognize the sentience and individuality of farmed animals. However, shifting deeply ingrained cultural perspectives remains a challenge. Starmer emphasizes the importance of persistence and education, noting that real change happens when people make personal connections with animals beyond their traditional roles in society.
Funding Rescue Work: The Reality of Running a Sanctuary
Running an animal sanctuary is both emotionally rewarding and financially challenging. Starmer highlighted the grassroots efforts that sustain Peace of Heaven Project, including an ongoing
bottle drive that funds hay for the animals. With limited local support, he relies on a dedicated network of volunteers to keep operations running. To expand grazing space and improve living conditions, the sanctuary launched an innovative fundraising initiative—sponsoring fence posts. For just $25, supporters can contribute to the sanctuary’s infrastructure and become part of its mission.
A Call to Action: How You Can Help
Starmer’s unwavering commitment to animal advocacy extends beyond the sanctuary. Through Plant-Based Future, he continues to work with corporations to promote plant-based initiatives. He encourages individuals to take action in simple yet impactful ways:
- Sponsor a fence post at Peace of Heaven Project (pohpsanctuary.com)
- Learn more about corporate sustainability efforts at Plant-Based Future (plant-based-future.com)
- Follow his work as a vegan HR consultant at markstarmer.com
Cheryl Moss applauded Starmer’s dedication, emphasizing that despite political and societal challenges, the push for animal welfare and sustainability will continue to gain momentum. The Better Life for Animals podcast remains committed to amplifying the voices of changemakers like Mark Starmer, inspiring listeners to take action for a more compassionate world.
Episode Highlights
[00:00] Introduction.
[04:15] From adult development to saving animals… the journey of a lifetime.
[08:30] Peer pressure often causes societal changes.
[13:30] Making the case for change may ruffle a few feathers.
[16:00] A stuffed toy for Mark’s son marked the beginning of a life change for Mark.
[22:00] Vegan because I want to do more than just say I love animals.
[27:00] The commitment of volunteers tempers cynicism.
[32:50] Sensing how sentient animals really are.
[36:45] Mark challenges people to do more than just not eat meat.
About Mark Starmer
Mark Starmer is a career adult development professional. Having originally trained as a lawyer, he went on to hold the most senior global HR development role within global banking giant HSBC. Leaving to pursue a specific interest in leadership development, Mark wrote the European business bestseller ‘Will the Real Leader Please Stand Up?’ and founded and ran 2 international businesses. He now has over 40 years of experience as an HR and OD consultant, gained in 58 countries on 4 continents. He has designed and delivered countless global learning initiatives, been a conference speaker, coach, HR troubleshooter, and Government advisor.
A vegetarian since 1990, Mark and his wife Sharon became involved in dog rescue in the late 1990s and have been the ‘parents’ of 89 dogs over the past 28 years. (32 dogs currently). He turned vegan in 2010, and feeling a need to do more to make a difference, founded the Piece of Heaven Project in 2015, a farm animal sanctuary that is now home to over 150 animals. (Horses, cows, pigs, llamas, alpacas, sheep, goats, geese, chickens, peacocks.)
With the increasing volume of scientific comment regarding the need for dietary change, Mark became aware of the intransigence with which the message was met. His background made it obvious that the modality of education being utilized was ineffective. So with a former colleague, he founded Plant Based Future, an organization that lobbies the corporate world to go beyond the futile Net Zero and limited impact sustainability initiatives they enact.
More information:
https://www.pohpsanctuary.com/
https://www.plant-based-future.com/
https://www.veganhrconsultant.com/
About Cheryl Moss
Cheryl Moss is the host of the Better Life for Animals podcast, where she shares uplifting stories from sanctuaries and highlights the work of vegan activists, ethical consumers, and animal welfare leaders. A passionate advocate for animal welfare, she is dedicated to ending factory farming and is working to raise $100,000 for Mercy For Animals to support underrepresented sanctuaries.
Beyond podcasting, Cheryl is a banking professional and an accomplished children’s author. A graduate of Main Street Vegan Academy, she promotes plant-based living through her books—
Gabriel, Cluck, and Pickle the Pig—which inspire young readers to embrace kindness, sustainability, and compassion for animals.
When not advocating, she enjoys Pilates, show jumping, and spending time with her rescue dogs and grandchildren. Through her work, writing, and activism, Cheryl continues to inspire positive change for animals and the planet.
https://www.facebook.com/BLFAnimals/
https://x.com/betterlife4anim
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https://www.linkedin.com/in/cherylmossabetterlifeforanimals/
