The idea that as a movement we should be open to people who do not share our vegan/animal rights views, is extremely logical. We want others to join us, so we need to be inclusive, not exclusive. We should, I think, do everything to avoid the “us versus them” rethoric that slips all too easily into our language and attitude. And we should try to make everything that we do attractive to outsiders.
Here I think is a case in point where we could do better:
I heard this cookbook contains great recipes, I like the cover and the main title, so it is by no means my intention to put this book down. I am just bringing it up to illustrate a point. What I obviously have a bit of a problem with is the subtitle: “recipes for the new ethical vegan“.
The authors or publishers may have their reasons to choose this phrasing (UPDATE: see comment of coauthor Josh Hooten in the comment section). Maybe they are intentionally targetting a very specific audience and think that with this title they will appeal more to “new ethical vegans”. I think, however, that words like these exclude people. Surely, the recipes in the book are suitable for non-vegans, or “non-ethical” vegans (whatever that may mean) too? Omnivores don’t feel part of the vegan club (yet), so they don’t feel they are being addressed with a subtitle like this. The words exclude them, while they should include them.
A title like that also confirms something what many omnivores still consciously or subconsciously feel: that vegan recipes and vegan meals and vegan products are… for vegans. While more and more people are realizing that (almost) everyone can eat a vegan dish, there are still many who are thinking: I’m not ordering this vegan option because I’m not a vegan. It may be similar to me not ordering a glutenfree option because I have no affiliation with the glutenfree thing.
I find that “vegan” as an adjective is much more useful than as a noun (“a vegan”, “vegans”, “veganism”). The nouns are black and white, binary concepts, while “vegan meals”, “vegan recipes” are things everyone can participate in whenever they want. Many people may not be interested in becoming vegan right away, but they might be interested in trying out vegan meals. If we want to attract, non-binary words and thinking are probably much more efficient.
I also dislike the term “ethical vegan” in general. It may be nice to call ourselves ethical vegans, or we may think that it’s good to show that we are vegans for the animals and not for health reasons, but again this confirms some prejudices: that vegans have a holier-than-thou attitude, a certain self-righteousness over them, which will probably deter many people.
Let our language show people that our doors are wide open.