This is our challenge: we need to get all remaining non vegans (red) – about 99% of the population – to go vegan (green).

One way to do this is by trying to convince them one by one. It has been and will be a very slow process.

The one-by-one approach should be combined with a reducetarian approach: we can ask people to reduce. Many more people will respond positively to this ask.

A combination of a small amount of vegans, together with a much bigger, critical mass of enough meat reducers, will tip the system much faster. Demand drives supply, society becomes much more accomodating, norms change, going vegan becomes a lot easier.