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Cuz it itches the part of our brain that looks for status-seeking behavior and labels people as inauthentic.
Being vegetarian places a degree of exclusivity onto your consumer habits, and in the Western capitalist lens, conspicuous consumption has a lot to do with how we communicate our status.
Being vegan stands in direct relationship to vegetarianism as being even more exclusive. This does two things:
Just that in and of itself puts vegans on the receiving end of a whole bunch of cognitive biases.
But wait, there's more!
Because mass production never lets a social identity go to waste, major brands got on board with explicitly labeling things as vegan, which starts to make it seem like you're trying to be cool but really just deepthroating the corporate cock to "buy your way to cool".
And then came the trends of organic/non-GMO, local-first, artisanal, farm-to-table, etc. etc.
At the point where Wal-Mart has their own artisanal farm-to-table cheese brand, it starts to look (to our dumb pattern-matching brains) like vegans are just rubes falling for the most basic version of an obviously fake status-seeking game propped up by cynical brands preying on how desperate you are to look cool.
But wait, there's even more!
Because, surprise -- our brains never actually stop caring about status, even if we think we're just trying to make rational, objective, moral choices. Picturing yourself as a rebel for being vegan, taking the sneers and the insults in stride because you know it's the right choice for the planet... is appealing.
And that self-aggrandizing image is inseparable from actually doing the thing, because that's just how our brains work. Even for the most pure-hearted among us, thinking we're morally superior -- especially in tangible ways that we get to physically play out on a daily basis -- is intoxicating.
So the people who are chuckling about the inauthenticity are... kind of right. But this same dynamic exists for literally everything. So when you chuckle at the vegan, but then take a moment to consider which kind of bacon really speaks to who you are as a consumer, you're playing the same game. It's just one that far more people are invested into. So if anyone calls it silly, nobody takes that criticism seriously. Not like your organic local-first artisanal acai kale kombutcha.
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Basically my recollection of this episode of You Are Not So Smart: https://soundcloud.com/youarenotsosmart/selling-out-andrew-potter
...which I listened to, for the first time, as an attempt at bonding with my then-girlfriend/now-wife's roommate. We had not gotten along up until then, because she was aggressively vegan and I ate a lot of fast food. But I found out she liked podcasts and I was really enjoying this one and there was a new episode I hadn't heard yet! She really enjoyed it, until the guest talked about veganism as a form of status-seeking. That didn't go well. I didn't mind taking over her half of the lease though.
Had to do a double take on this.
This is a great write-up, thanks for your take.