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A documentary entitled Forks Over Knives tried to build a case for veganism based on health outcomes. Their best dataset was from China: very few participants were strictly vegan, but many couldn’t afford much meat & had little use for dairy. “Plant-based” helps viewers conflate.
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Think Michael Pollan used it in his books and Dr. Greger used it quite a bit in “How Not To Die.” It moves away from the moralism of not eating animals and towards the health benefits of eating plants.
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Once terminology becomes an identity, some people will steer clear of the label. I imagine it's because the identity can evolve in meaning, as has happened with 'vegan'.
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