There is a growing trend towards plant-based diets, including vegetarian and vegan diets, for health, environmental and animal welfare reasons. However, in a world where food is a deeply social activity, society often views vegans and vegetarians negatively because they disrupt social conventions related to food and make meat eaters question the morality of their diet.Research shows, that the stigma surrounding vegans is a barrier that inhibits dietary shifts towards planet-based diets, and that vegans often attempt to avoid this stigma by way of social and behavioural distancing.With this episode, our host Zehava Heinrich and guests: Clare Mann (https://www.veganpsychologist.com/), Michael Dello (http://www.michaeldello.com) and Donny Janks, seek to explore the stigma surrounding veganism to get to the bottom of what this social trend is actually all about.