What Happened To The Vegan Movement? Rich & Simon Hill On The Rise & Fall Of Plant-Based Eating
Rich Roll and Simon Hill discuss the rise and fall of the plant-based movement, identifying three main factors: misleading health messaging around processed plant-based products, counterproductive communication strategies within the vegan community, and cultural/political shifts that have weaponized plant-based eating as a symbol of 'wokeness' opposed to masculinity.
Summary
Rich Roll and Simon Hill conduct an autopsy of the plant-based movement's decline from peak popularity in 2020 to its current state, where companies like Beyond Meat have lost 99% of their stock value. They identify three primary contributing factors.
First, they discuss the health messaging problem. The movement heavily promoted ultra-processed plant-based alternatives (Beyond Meat, Impossible Foods, Oatly) as health foods when they are essentially processed foods comparable to fast food. The actual scientific evidence supports plant-predominant diets with whole, minimally processed foods (legumes, beans, lentils, tofu), not these engineered alternatives. This disconnect created a breach of trust when consumers realized they were being misled. The educators in the movement, many motivated by ethical concerns rather than health, oversimplified health claims and presented these products as straightforward health upgrades. Roll and Hill argue this was irresponsible communication that failed to acknowledge nuance—that many dietary patterns (Mediterranean, DASH, vegetarian, vegan) can be equally healthy when based on whole foods, and that 100% plant-based diets aren't definitively superior to other patterns for human health specifically.
Second, they address the internal culture problem. The vegan movement has been characterized by moral superiority, judgment, and shame-based communication that alienates potential supporters. They argue vegans can be their own worst enemies through sanctimony and purity tests that create divisions even within the movement itself ('vegan on vegan crime'). However, they acknowledge that ardent animal rights activists play a vital role in highlighting ethical problems, even if shaming isn't an effective mass persuasion strategy. They advocate for 'attraction rather than promotion'—modeling the lifestyle aspirationally rather than lecturing others. They cite Billie Eilish as an example of someone who is unapologetic about her ethics while simultaneously making plant-based options accessible and appealing without conditions or judgment.
Third, they discuss cultural and political shifts. The term 'vegan' has become associated with 'wokeness' and progressive politics. In reaction to perceived institutional control during COVID, a 'red-pilled' movement has emerged that frames plant-based eating as control and positions meat consumption as food sovereignty and masculinity. The meat and dairy industries have successfully weaponized the idea that eating meat is essential to masculinity, particularly appealing to young men seeking identity and purpose. Ironically, this contradicts red-pill philosophy that institutions lie and manipulate—the meat industry heavily incentivizes this messaging. Hill and Roll argue that true masculinity and integrity come from aligning actions with values, making difficult choices for ethics, and living authentically—none of which depend on what you eat.
Throughout, they emphasize the importance of honest, nuanced science communication. Roll acknowledges his own past reductiveness in claiming personal benefits universally apply to others. Simon notes the pressure of the attention economy incentivizes absolute claims that get amplified but ultimately erode trust. They advocate for meeting people where they are, acknowledging individual differences in how dietary patterns work, and recognizing that getting 80% of people to eat meatless Mondays is better than converting 1% to veganism. They provide practical guidance for starting a plant-predominant diet: focus on legumes and whole foods, ensure adequate protein intake, supplement with a multivitamin and omega-3s, and approach it as a sustainable, health-promoting lifestyle rather than a moral purity test.
About this episode
By 2020, veganism wasn't a fringe choice. It was mainstream. A few years later, the momentum faded. So what happened? I sit down with nutrition scientist Simon Hill for an honest autopsy – the overhyped meat alternatives, the broken trust around health claims, the sanctimony that turned people off, and how eating plants got tangled up with politics and masculinity. I cop to my own part in it too. No dogma. No purity tests. Just a reckoning, and a saner way forward. Enjoy. Show notes + MORE Watch on YouTube Newsletter Sign-Up Today’s Sponsors: Eight Sleep: Get $350 off your Pod 5 Ultra with code RICHROLL👉🏼https://www.eightsleep.com/richroll PlantPower Meal Planner: Get $20 off an annual subscription with code RICHROLL20👉🏼https://meals.richroll.com Squarespace: Use code RichRoll to save 10% off your first order of a website or domain👉🏼https://www.squarespace.com/RichRoll Airbnb: Your home might be worth more than you think. Find out how much👉🏼https://www.airbnb.com/host Rivian: Electric vehicles that keep the world adventurous forever👉🏼https://www.rivian.com Prolon: Get 15% OFF sitewide + a $40 bonus gift👉🏼https://www.prolonlife.com/richroll Momentous: Get up to 35% off your first order👉🏼https://www.livemomentous.com/richroll Check out all of the amazing discounts from our Sponsors👉🏼https://www.richroll.com/sponsors Find out more about Voicing Change Media at https://www.voicingchange.media and follow us @voicingchange Learn more about your ad choices. Visit podcastchoices.com/adchoices
Key Insights
- The plant-based movement marketed ultra-processed alternatives like Beyond Meat as health foods when the strongest scientific evidence actually supports whole, minimally processed plant foods like legumes and beans, creating a trust breach when consumers discovered the products were essentially equivalent to fast food.
- Simon Hill and Rich Roll acknowledge their own past communication failures, including oversimplifying health claims and extrapolating from personal N=1 experiences without adequately acknowledging that different physiologies respond differently to the same diet.
- The strongest arguments for plant-based eating are ethical and environmental rather than health-based, as multiple dietary patterns (Mediterranean, DASH, vegetarian, vegan) can produce equivalent health outcomes when composed of whole foods—a fact often obscured in movement messaging.
- The vegan community's use of shame, judgment, and moral purity tests alienates potential supporters rather than recruiting them, with Roll noting that sanctimony is an ineffective rhetorical strategy and that people need to feel understood rather than lectured to.
- The meat and dairy industries have successfully weaponized the association between meat consumption and masculinity, framing plant-based eating as weakness, yet this contradicts the stated philosophy of 'red-pilled' movements that claim to reject institutional manipulation.
- Plant-based eating became culturally associated with 'wokeness' and perceived institutional control after COVID, allowing meat consumption to be positioned as food sovereignty and freedom in opposition to perceived elite overreach.
- The communication strategy of simplifying messages to reduce uncertainty and create the illusion of control—common in health advocacy—prioritizes attention and initial appeal over long-term trust and accuracy, ultimately backfiring when nuance emerges.
- Getting 80% of people to adopt meatless Mondays or plant-predominant approaches provides more animal welfare and environmental benefit than converting 1% of people to 100% veganism, yet the movement often alienates moderate adopters with purity tests.
- Individual factors like protein requirements for athletes, micronutrient absorption capacity, and physiological adaptation vary significantly between people, making absolute dietary prescriptions inappropriate despite the scientific evidence supporting plant-predominant patterns at the population level.
- The vegan movement's internal divisions and 'vegan on vegan crime' undermine its external credibility, as observers see inconsistency and judgment within the community and become skeptical of its unified claims.
- True masculinity and personal integrity derive from aligning actions with deeply held values and making difficult ethical choices when inconvenient—not from external signals like meat consumption, which is a constructed marketing narrative rather than an authentic measure of strength.
- Supplementation needs (B12, omega-3s, iodine, zinc) for plant-based diets require honest communication rather than dismissal, as inadequate micronutrient status affects how people feel and their ability to sustain the lifestyle, yet earlier messaging often minimized these concerns.
Topics
Transcript
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