The Ecstatic Frenzy

Understanding Reactions to Vegan Business Struggles in the Meat-Eating Media

In recent years, as the vegan movement has gained traction, certain segments of the media dedicated to meat consumption have displayed an almost palpable glee when a vegetarian or vegan business faces financial difficulties. This curious phenomenon raises several questions. Why does the failure of plant-based ventures elicit such responses? What psychological underpinnings contribute to these reactions?

1. Cognitive Dissonance and Identity Defence

At the core of this behaviour is cognitive dissonance—the mental discomfort experienced when an individual’s beliefs clash with their actions. For many meat consumers, there exists a deeply ingrained identity tied to their dietary choices. The rise of veganism challenges the status quo, prompting feelings of defensiveness among those who may feel their choices are being criticised or condemned.

When a vegan business experiences financial troubles, it inadvertently validates their anxieties. Such failures can be interpreted as a reaffirmation of the meat-eating lifestyle, soothing the dissonance that arises from the growing perception of plant-based diets as a more ethical, sustainable, and health-conscious option. The ecstatic reaction can be a form of self-affirmation, reinforcing their culinary choices and lifestyles.

2. Social Identity Theory

Social identity theory posits that individuals derive significant parts of their self-concept from the groups they belong to. For many meat consumers, particularly in regions where such diets are culturally dominant, there exists a strong in-group versus out-group mentality. In this context, the vegan community can be perceived as an out-group threatening in-group norms.

When a vegan business fails, members of the meat-eating community sometimes engage in celebratory rhetoric as a way to strengthen their social identity. It serves as a collective reinforcement of their dietary beliefs, bolstering their sense of belonging and shared values. Celebrating the failure of a competitor—however ideological—can provide a sense of unity and belonging.

3. The “Niche Fantasy” Effect

The vegan movement, with its emphasis on ethical consumption and challenging traditional norms, often creates a narrative of disruption in the food industry. The rise of vegan businesses can be seen as a “niche fantasy” where the idea of replacing traditional meat-centric models feels radical and exciting. When these businesses falter, it punctures this fantasy and sends shivers through proponents of change.

The ecstatic coverage is often reflective of a broader anxiety about whether plant-based diets can sustain themselves in a world dominated by omnivorous habits. The failures of vegan businesses are sometimes amplified to suggest that such diets are not viable options in the long term, further feeding the narrative that traditional meat consumption remains the superior choice.

4. Outsider Mockery and Stigma

Another layer of this phenomenon comes from a tendency to mock or belittle the “other.” Veganism has often been framed in a derogatory light within certain media circles—portraying plant-based eaters as overly sanctimonious or pretentious. Thus, when a vegan business struggles, it provides fodder for ridicule and feeds into established stereotypes that dehumanise a section of the population for their dietary choices.

The triumph over a struggling vegan business can feel like a humorous victory for some, creating a space where meat-eating individuals can rally together against what they see as a challenge to their lifestyle. This kind of ridicule can play into societal narratives that valorise traditional eating habits while demonising alternatives.

5. Economic Competition

On a more pragmatic level, the financial struggles of vegan businesses can also hint at economic competition. The meat industry is a staple of various economies; hence, the success or failure of plant-based brands can be seen as a zero-sum game. Media outlets that rely on traditional meat narratives may celebrate these failures as a sort of economic “victory” for the industries they represent, perpetuating a cycle where the failure of alternatives is viewed as beneficial to established players.

6. Guilt

Ultimately, we believe, the meat industry involves cruelty, because it causes suffering and culminates in the taking of lives from vulnerable living beings, against their will. No doubt, many members of the meat-eating media experience degrees of conscious or unconscious guilt because of this fact, due to their own indirect involvement in this horrific practice. It seems likely that recognition of their distant participation in such horrors due to their dietary demands, causes some meat eaters in the media to contort their feelings of guilt, into anger, which is then projected upon those whose vegetarian and vegan lifestyles indirectly remind them of the suffering caused by their own dietary habits.

While the media’s ecstatic frenzy in the face of a struggling vegan business can be understood through various psychological lenses, it calls for a broader contemplation of dietary choices and how they reflect personal and cultural identities. Ultimately, fostering empathy for people and animals and allowing for an open dialogue about dietary choices can contribute more positively to societal discussions around food than reveling in the failures of those with differing beliefs. By embracing compassion over ridicule, it is possible to pave the way for a more inclusive conversation about health, ethics, and the future of cruelty free food.