In the course of one hour today, two people told me an anecdote about vegans being angry at the owners of a vegan business for not being vegan themselves. Let’s examine if this makes sense.
Let’s first turn to another example of this: a high profile case that was in the media recently. The owners of the famous vegan Cafe Gratitude in Los Angeles turned out to be non vegans, and got quite some heat/hate for that from vegans (although we can assume that the media added their bit of sensationalism to it).
I believe it’s not very productive or sensible to blame owners of vegan businesses for not being vegan, for the simple fact that with a vegan business in most cases you can achieve a lot more good for the animals than by merely being vegan (see The fetish of being vegan). The Gratitude restaurants serve thousands of vegan meals a day. The impact of your average vegan critic’s consumption pales in comparison.
A case could be made regarding sincerity. Some vegans would believe that it’s hypocritical to have a vegan business (and to make money from the vegan cause) while not being vegan yourself. I can understand the sentiment, but I don’t share it. What matters to me is the impact.
But what I mainly wanted to talk about is this: expectations and betrayal, because that’s what I think this is about.
Imagine you are hearing these two pieces of information:
1. Two meat eaters are opening a vegan restaurant in your town.
2. A vegan restaurant opens in your town. Later, you find out the owners are meat eaters
Can you see a difference in your reaction to these two descriptions? In case it’s not clear, let me explain. In the first, it was clear right away that we’re talking about non-vegans. In the second, because you are reading about a vegan restaurant, the expectation is created that it is owned by vegans. When it turns out not to be, you might be (or certainly, many vegans would be) disappointed. In the first case, you might actually say: oh my god, that’s so cool of these meat eaters that they are opening a vegan restaurant.
I see the same dynamic at play all the time. We (or at least most of us) appreciate non-vegans or non-vegan companies doing something vegan. Like Ben & Jerry’s offering vegan flavors of ice cream. But it seems that, when the person or business is very close to being vegan or is vegan, then doing something unvegan (which the non-vegan business or person was doing all the time) is very uncool.
What seems to be happening is that whatever non vegan things are tolerated for non vegans, but as soon as we imagine that people are on our side, they are no longer tolerated. This in a way seems entirely logical (non vegans can do vegan things but vegans can not do non vegan things) but does it make sense, and is it a productive attitude?
Another case where this attitude comes to the fore is in the case of ex vegans. Before these people were vegan, we applauded their efforts in going vegan (well, some of us don’t like “steps”, but most would encourage them). When this person became vegan, we accept them as one of “ours”. But then when he or she gives up on veganism… all hell breaks lose. Few people can incite the vegan movement’s ire like an ex-vegan, especially when they’re celebrities.
I think for the vegans getting angry about these kinds of things, a lot has to do with feeling betrayed and being disillusioned in their expectations. Here are some people of whom we thought they had figured it out, but it turns out they don’t.
I think this quote by James Pinkerton sums it up very well (it was requoted in this article, where I found it):
“An infidel is someone who never believed what you believe; an infidel is a stranger, and so there’s not much point in investing emotions in him. But a heretic is someone you know well, someone who once believed what you believe, but now has a different faith — that’s much more threatening. You fight wars against infidels, and in those wars you seek to defeat, even destroy. But with heretics, even tougher measures are needed, because the threat is so much more insidious, threatening to eat away the true faith. So you launch inquisitions against heretics, to eliminate even the thought of heresy.”
It is human nature, but it’s not a very productive attitude, and we would do well to be on the lookout for and aware of irrational feelings of betrayal, causing us to be angry and alienate people from our movement.