Veganism can be a tough message to communicate, and moral appeals often trigger defensiveness rather than change. In this talk, Tobias Leenaert unpacks why people resist vegan messaging, drawing on psychology and movement experience, and shares practical ways to reduce pushback through better framing and audience fit. He also turns the lens inward: how our attachment to a vegan ideal can sometimes lead to rigid, all-or-nothing thinking that limits impact. The talk offers a pragmatic, principle-aligned approach to advocacy focused on what helps the most animals in the real world.