A vegetarian diet is simple: stop eating meat. A vegan diet is also simple: don’t consume any animal products. In practice, these diets can be seen as difficult for people because of the culture surrounding them. Vegans can be seen as aggressive in their opinions, but that’s a vocal minority. Most vegans are cool with whatever you do, indeed there is a growing movement of vegans who are celebrating people who just eat less meat.

The Bros take an inclusive approach to veganism: “We cast a big tent, and the goal is to bring people in. [We don’t] define vegan in this very stringent, hardcore way that is inaccessible to people.”

They’re definitely onto something. In November, Quartz chronicled the transitionthat the animal welfare lobbying group The Humane Society made in its messaging: Less emphasis on no animal-derived products under any circumstances, and more on fewer, better-raised animal products. The idea is that by getting consumers to demand more responsibly raised meat, as opposed to no meat at all, more animals would be saved in the long run.

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