I think the message should be eat more vegetarian. If we even ate half the amount of meat the effect would be dramatic. Not everybody can do full vegan or even full vegetarian. Don’t scare people with all-or-nothing messaging.

This is definitely true, reducing animal products of any amount helps tremendously. I did not intend to scare anyone, framing veganism as the goal is easier just because the vast majority of people can do it.

The vast majority of people can’t ... but that’s a discussion for another day (-:

The most effective part of going vegan is incrementally improving the viability of veganism in the markets for groceries, restaurants and culture. I think.

The least effective part of going vegan is how it deteriorates individual health.

I don't see how this is helpful at all. Veganism is unnecessarily extreme and suggesting it more often than not simply tunes out your audience.

For example, if your diet is largely vegetarian but includes some low-order animal protein sources like sardines it's insignificantly worse for the environment than if you were vegan.