When it comes to the meat paradox, our brains are constantly working to rationalise our behaviours, even to the point that our subconscious view of animals fluctuates based on whether or not we have just eaten animal products. This is why trying to communicate with people about veganism while they are eating or shortly after they have finished is probably one of the least effective times to do so, and why, if you are not vegan, you feel most defensive around the times that you are eating. This is not, of course, surprising. We have hardwired ourselves to deal with the feelings of discomfort
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