This book is for everyone who doesn't think we can yell our way to a vegan world. Using studies, reason and an easy to read writing style, Leenaert sets out his case for a pragmatic approach for behaviour change. A section of the animal rights community disagrees with the general approach of using the science of behaviour change, preferring instead to go with a morality led approach. I can only echo Christopher Hitchens, in that if you don't have good evidence for your approach, then I don't need to engage with it until you do. Leenaert starts with the end...