Societal change has the oobleck effect in that if you attempt to make a dramatic abrupt change, society hardens up and you find yourself trying to break something solid. But if you make gentle meaningful changes, eventually you'll reach your goal with relatively little resistance.
The vegan society is particularly bad in this regard. For example; a restaurant in my area, Chilliplum Bistro, was a fully vegan high-end dining experience. The fine dining business is particularly difficult on it's own, throw in veganism and a traditional small-town christian audience and the restaurant got to the inevitable point where they announced that they were going out of business.
At the eleventh hour, in an attempt to keep the doors open, they decided to drop the fully vegan approach and offer a few ethically sourced meat dishes. The restaurant still includes a large variety of clearly marked vegan options. Compare that to your average restaurant where "V" almost certainly means it's either a cheese dish or salad.
Young vegans in the area took it upon themselves to vandalise the restaurant after their decision to include meat. Not only harming an effective means of furthering the cause but harming the image of the cause itself.
A few years later, thanks to the intelligent adjustment Chilliplum is now very successful and one of the highest rated restaurants in Durban. And with their vegan foundation they continue to further the cause. Their vegan ideals are able to proliferate further because adaptation is more effective at bringing about change than outright idealism.
One needs to keep the ideal in mind but if you act as if the ideal has already been achieved then you'll be swallowed by existing culture and your ideal will die with you. Progress takes time.
Oobleck resists high pressure but yields to low pressure
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