Giving meaning to veganism

Vegetarians often have an ambivalent relationship with the animal welfare corporation PETA. In the past, I had reservations about that corporation (e.g., the “Holocaust on Your Plate” campaign), yet continued to distribute their literature. And when I did, I had to ignore that unsettling feeling of unwholesomeness, justifying my actions to myself in the name of “practical”ness: “but their stickers/brochures/DVDs are free and people seem to enjoy receiving them (especially the stickers!).” I was unwilling to give up something I wanted — having free materials to distribute — which I would have had to do if I had admitted to myself how much people are hurt by PETA’s campaigns.

This changed when I witnessed the hurtfulness of PETA’s racist “Animal Liberation” campaign firsthand. Directly seeing PETA’s cynical appropriation of a group’s experience of oppression and the tangible harm it did to our community dismantled the wall of self-deception I had fabricated in my mind to separate the “bad” things the corporation does from the purported “good.”

I could no longer ignore reality so I could keep getting what I wanted.

I was no longer willing to be associated with PETA and decided to stop distributing their materials. And when I did, I was freed from the justifications that had kept me from fully acknowledging, even to myself, the harm done to human animals by PETA. And I began to realize that, by distributing their literature, I was not only unwittingly fundraising for, but also tacitly endorsing a corporation that actively seeks out oppressive campaigns.

Fast forward a few years, and I was in a similar position with another animal welfare corporation that was actively unwilling to examine its own racist and sexist attitudes. I continued to distribute their literature, again in the name of expediency (“What else would I hand out if I stopped using these? Everybody says they’re the most effective pamphlets.”)

But finally I started thinking that I wouldn’t support or even be associated with a racist or sexist organization in any other part of my life, so why was I doing that here? Put in those terms, the decision to stop distributing the literature was easy and I was freed from the strain of trying to reconcile a fear of the unknown (“what would I do if I didn’t use this corporation’s lit?”) with not wanting to being complicit with the racism and sexism of the known.

Thinking back, I am embarrassed that it was so difficult for me to stop supporting these corporations, that something as frivolous as brightly colored stickers or the fear of the unknown was more important to me than the oppression of others. But then again, this is the trap of an oppressive system in action. Oppression is always something that can be ignored so long as it is somebody else who is being oppressed: that’s the very nature of privilege.

And so, having experienced the difficulty of disentangling myself from a dysfunctional relationship with animal welfare corporations perpetuating oppressive norms, I was encouraged to read the strong online response to PETA’s hurtful fat shaming campaign. Vegans publicly declared an intention to stop donating to PETA and mobilized to show their opposition.

These responses to a corporation unwilling to examine its role in perpetuating oppression are expressions of veganism. Veganism is revealed through our actions. When we refuse to give money to these corporations; refuse to link to their websites; renounce the perceived benefits of collaborating with them; publicly express our opposition to oppressive corporations and campaigns; and refuse to promote or otherwise support any of their campaigns and investigations until they take genuine action towards eradicating their institutionalized -isms, we give meaning and life to veganism.