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- "should be messaged"

Why? It's purely counterproductive. Framing a political issue as "this is a moral failing by you, personally; and you must suffer and live ascetically to improve yourself in order to" whatever is a surefire way to get utterly rejected.

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> you must suffer and live ascetically

What do you think veganism is?

As I said and meant: asceticism, in service of a religious or moral principle. I respect what it is, but that *is* fundamentally what it is: people rejecting pleasurable things.

Sorry "should" was a very blunt word to use there. But if one is to project the message about reduced consumption, it shouldn't just be framed in a narrow aspect of a single action.

Also, while this is political it is also about the actions of a individuals.

The rain drop doesn't blame itself for the flood, but the flood is made of rain drops.

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