I actually think that using the word “vegan” (other than perhaps with youth) may be counterproductive to helping animals, relative to using the word “vegetarian.” As a species, we are given to seeing things as “all or nothing," and I can’t tell you how many times I’ve had discussions with people who write off making any changes because they believe they can’t go vegan.
That’s why I no longer wear my “Ask me why I’m vegan” shirts – I wear the vegetarian ones, and the conversations have gotten SO MUCH BETTER. Where people used to be all about what vegan means and how hard it is to give up dairy (which saves 1/10 of an animal/year), now we talk about fish and chickens (saving many dozens of animals/year). I used to hear stories about dour and angry vegans; now I hear stories about daughters and cousins who are vegetarian.
This is anecdotal, of course, but it’s not theoretical – this is real-world and OVERWHELMING. I have FAR more people respond to my shirt now and approach me to ask questions. Before, I generally talked about what vegan means and the evils of dairy (still good, of course, but not nearly as valuable in helping animals). Now, I often have people tell me on the basis of one conversation that they will go vegetarian.
My long experience shows the word vegan scares many people, but the word vegetarian interests them (we also see this overwhelmingly when leafleting – people want vegetarian information far more than vegan information). Ironically, I’ll bet we get far fewer vegans by using the word vegan, since many vegetarians do go vegan, once they see how easy it is and start down the path of compassionate eating.
This is from this interview; more on this later in the week.