In their presentation, Kevin, Paul, and Sophia will address veganism primarily from a social-psychological perspective. They present reasons why the social influence of a vegan should be given far more weight than the causal link between the purchase of a product and the animal suffering behind it. The focus on normalizing veganism will not only be theoretically underpinned in the presentation but will also result in a practical appeal. The presentation is intended to provide not only the empirical basis for the normalization of veganism, but also to normalize this very normalization.