If I could inspire a movement to bring the most good to the most people, it would be a unified effort to end all forms of injustice. True justice means standing in solidarity with everyone — human and non-human alike — because all forms of oppression are interconnected. I’ve taken steps toward this by creating a Facebook page aimed at bringing together leaders from nine different areas of social justice, including ableism, ageism, classism, homophobia, racism, sexism, speciesism, transphobia, and xenophobia. The goal is to foster a collective movement where no form of oppression is ranked above another. Instead, we recognize how these issues intersect and work together to support, educate, and take action for lasting change.
As part of my series about “individuals and organizations making an important social impact”, I had the pleasure of interviewing Robert A. Rieck Jr.
Robert A. Rieck Jr. is a passionate advocate, animal rights activist, and a beacon of resilience hailing from Lincoln, Nebraska. A C5 quadriplegic since 1996, he has transformed personal tragedy into a mission of empathy, service, and advocacy. Beyond his dedication to animal rights and social justice, Robert exemplifies the power of attitude in overcoming life’s challenges.
Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?
I’ll be 50 in May. Growing up, I watched TV shows about wild animals and their declining populations, but they rarely addressed how humans were the main cause — or that we have the power to change it.
In 2015, I read an article in Spirituality & Health about the environmental destruction caused by animal agriculture. Although I considered myself an environmentalist, it was the first time I understood the scale of the problem. I researched more and realized animal agriculture drives habitat loss and wildlife extinction. Animals raised for food now make up around 60% of all sentient beings, while wild mammals are now just 4%.
After that, I went vegan, and around the same time, I completed my internship, earned my Provisional Licensed Alcohol & Drug Counselor (PLADC) degree, and was hired at Matt Talbot Kitchen & Outreach. But as my passion for animal rights grew, I realized I couldn’t do both. In 2019, I left counseling to become a full-time volunteer Animal Rights Vegan Activist.
For me, veganism is simple. It aligns with my commitment to living honestly and avoiding hypocrisy. And it’s far easier than adjusting to life with paralysis, which I’ve lived with since age 21. Choosing plants over animal products feels empowering — I know I’m contributing to a more sustainable world.
I’ll always be vegan and an activist for many reasons:
- Animal compassion and justice
- Social justice
- National security
- Public and global health
- Personal health
Can you share the most interesting story that happened to you since you began leading your company or organization?
Throughout my school years, I disliked reading and English assignments, especially book reports. I’d look for the shortest book, and my favorite part of writing reports was writing “The End.”
Fast forward to 2019, when I became a Changemaker Captain for The Humane League, a nonprofit working to end the abuse of animals raised for food. My role involved recruiting, mentoring, and helping volunteers develop leadership skills in various areas. One of those areas was writing letters to the editor (LTEs), something I had never done and wasn’t interested in learning. But after months of searching for someone to write them without success, my THL field organizer encouraged me to try it.
After some research and effort, I published my first LTE in the Lincoln Journal Star. Seeing my words in print — and knowing they could be read online indefinitely — sparked something in me. I took on the challenge of refining my process to improve publication chances and eventually created a LTE training video for THL volunteers. To date, I’ve had 71 LTEs published in 10 newspapers across Nebraska, and I host a monthly online workshop called the Animal Advocacy Writing Group for The Humane League.
When the COVID-19 pandemic hit, life slowed down. As a wheelchair user, I was concerned about my health and mortality. I also felt a deep need to leave behind a legacy, so I paused my activism and began writing my autobiography. I completed the manuscript within a year, at first releasing it as a pdf. My book SPOKEN: A Memoir Sprinkled with a Little Quadriplegia has since been published and is available on Amazon.
It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Despite combing through my book manuscript at least ten times, after its publication, I discovered a major typo that was hilariously obvious to me.
Before writing my memoir, I read The Art of Memoir by Mary Karr and followed much of her advice. I even included one of her quotes at the beginning of my book:
“Hearing each other’s stories actually raises our levels of the feel-good hormone oxycontin, which is what nursing mothers secrete when they breastfeed — what partly helps them bond with their young. It helps to join us together in some tribal way.”
Unfortunately, the word should have been oxytocin. OxyContin is a narcotic, not a naturally occurring hormone — though, to be fair, both can make you feel good! Whether it was a slip from my voice dictation software or just me misreading it, the typo is now permanently printed in my book.
I choose to laugh about it and embrace the imperfection. Life isn’t perfect, and neither is my memoir — which has been described as daring, courageous, raw, and unfiltered. In a way, the mistake fits.
Can you describe how you or your organization is making a significant social impact?
As a volunteer Changemaker Captain with The Humane League, I’ve gained a wealth of knowledge — like a free education in effective activism. While my primary work has been with THL, I’ve also collaborated with several other groups. Though I don’t speak on behalf of these organizations, I can share my experience as an increasingly recognized Animal Rights Vegan Activist here in Nebraska — an animal agriculture state at the heart of the country.
I’m part of a growing movement encouraging people to bear witness to animals, a strategy used in nearly every major social justice transformation. And I’ve had the privilege of contributing, in small but meaningful ways, to campaigns that have won victories for animals. These include H&M phasing out virgin feathers in all its products, Starbucks eliminating the upcharge for plant-based milk, and pushing companies like CKE Restaurants (Carl’s Jr. and Hardee’s) and Taco John’s to reveal their cage-free eggs progress.
Incremental change is how groups like The Humane League affect progress. While the change may seem small, when large corporations adopt higher animal welfare standards, they set a precedent that competitors are often forced to follow or risk falling behind. Many restaurants have made 100% cage-free commitments but haven’t yet reported their progress. As they transition, they help redefine industry standards — steps that dismantle factory farming and benefit animals, people, and the planet.
I also like to think I played a role in bringing attention to the Transfarmation Project here in Nebraska and the Rancher Advocacy program both of which help farmers shift from industrial animal agriculture to sustainable, compassionate businesses.
As a full-time Animal Rights Vegan Activist, I focus on learning to communicate effectively, helping people recognize the power and responsibility behind their choices, and guiding them toward decisions that align with their values and beliefs. II approach these discussions with genuine interest as an ally. In the long run, these conversations can have a deeper impact than simply convincing someone to go vegan.
Can you tell us a story about a particular individual who was impacted or helped by your cause?
Once when I was grocery shopping, and an employee said, “You may not remember me, but you came to my school, Lincoln High, and did a presentation, and I wanted to thank you!”
That moment had a profound impact on me. Lincoln High was the last public high school where I gave a presentation, yet months later, this person still remembered the experience — and took the time to acknowledge it. It was a small but powerful reminder that the seeds we plant often take root, even if we don’t see it happen.
Are there three things the community/society/politicians can do to help you address the root of the problem you are trying to solve?
- Recognize our social conditioning.
We’ve all been shaped by the culture we were born into — its beliefs, traditions, and ideas of right and wrong. Social norms aren’t automatically moral, so it’s important to question them. - Reject human supremacy.
Humans often place themselves above all other species, yet our extinction would allow most ecosystems to thrive, while the loss of many other species would cause ecological collapse. - Understand the impact of our choices.
Every action and decision carries consequences — positive or negative. By making informed, compassionate choices, we can create positive change and help end all forms of oppression and injustice, including how we treat animals and the planet.
How do you define “Leadership”? Can you explain what you mean or give an example?
I define leadership as inspiring and motivating people to work together toward a common goal, creating a supportive, accountable, and inclusive space where people feel empowered to take action. These are the core practices I strive to follow:
- Consistency and trustworthiness.
- Owning mistakes openly.
- Honesty and integrity.
- Stepping outside of my comfort zone.
- Being empathetic and approachable.
- Empowering others to lead.
What are your “5 things I wish someone told me when I first started” and why. Please share a story or example for each. I really only have one:
“I wish I would have learned about this from someone sooner.” I’m one of many vegans wishing I’d learned about the issue sooner, and that is why I now freely give my time to be that missing “awareness instrument.”
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
If I could inspire a movement to bring the most good to the most people, it would be a unified effort to end all forms of injustice. True justice means standing in solidarity with everyone — human and non-human alike — because all forms of oppression are interconnected.
I’ve taken steps toward this by creating a Facebook page aimed at bringing together leaders from nine different areas of social justice, including ableism, ageism, classism, homophobia, racism, sexism, speciesism, transphobia, and xenophobia. The goal is to foster a collective movement where no form of oppression is ranked above another. Instead, we recognize how these issues intersect and work together to support, educate, and take action for lasting change.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
Although I’m now a happy apostate, one of my favorite life lesson quotes comes from Evangelical Christian Charles Swindoll:
“Life is 10% what happens to me and 90% how I react to it.”
This quote has had a profound impact on my life, especially living as a quadriplegic. I’ve noticed many able-bodied people tend to live as if those percentages are reversed, letting circumstances dictate their outlook. Embracing Swindoll’s perspective has given me an advantage — they may have physical ability, but I’ve trained my attitude to be my greatest strength. This mindset is incredibly empowering and liberating, despite my physical limitations.
Is there a person in the world or in the US with whom you would like to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. 🙂
I would love the opportunity to have a private breakfast or lunch with Dr. Melanie Joy. She is an American social psychologist and author best known for her groundbreaking theories on the psychology of violence and nonviolence and building healthy relationships. She’s incredibly insightful, and her writing has had a profound impact on me. The voice she brings to her books inspires me to be a better version of myself as an activist and deepens my understanding of effective communication and advocacy.
How can our readers further follow your work online?
Primarily on Facebook at: https://www.facebook.com/robert.rieck.52438
My book website at: wordupchilli.wixsite.com/mysite
My humbly small YouTube channel: https://youtube.com/@robertarieckjr?si=ykOUQAr20RiY-I00
Thank you for these amazing insights!
Social Impact Heroes: Why & How Robert A. Rieck Jr. Is Helping To Change Our World was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.