The Rise of the Vegan Bro

Once the preserve of hemp fans and people who smoke apple bongs, veganism is now overrun with “bros”—guys who think meat is for pussies and call tofu “the tits.” But does such frat boy rhetoric actually help the movement?

by Lara Williams
26 January 2017, 12:24pm

Late last year, a video emerged online of a woman who called herself the The Vegan Swearing Grandma. Resplendent half-moon spectacles and fetching silver perm, the pension-aged host claimed to make her own seitan because she had "no time for weak-ass bullshit." She called meat-eaters "simple douchebags" and referred to her marinade as "the tits."

Of course, the video wasn't actually uploaded by a foul-mouthed grandmother, but part of an ongoing Christmas campaign from PETA. The organisation urged viewers to share its message with friends and "let them know that there's nothing festive about eating fucking corpses."

Nevertheless, Vegan Swearing Grandma went viral in certain vegan circles—evidence of a rhetoric that has recently infiltrated the movement: the frat bro.

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