It worked on me. I went vegan because I was ashamed of eating meat. If you’re not a vegan then I don’t think you have any perspective on what’s effective at getting people to go vegan.

I’m a mean vegan because I used to be a carnist, and mean vegans changed my mind. The people on vegancirclejerk are fucking hilarious. I stayed for the memes, and then I changed my diet because I felt guilty. The best possible thing you can do as a vegan is make carnists feel guilty. It works.

The reason the vegan label lowers sales is that smart people already read the product label, so they know it’s vegan either way. Lazy people who don’t like thinking need to be told that something is vegan. Vegans tend to be smart, and vegan-haters tend to hate thinking.