I buy many of the stronger arguments about eating less meat, and so am slowly changing my habits. I also buy the argument that we have a quota of self-discipline. There are no brownie points for martyrs and ideologues. Actions are what matter, so deep pragmatism is the most effective path. By definition. My approach has been to gently expand my vocabulary (the foods my tongue recognises) and sentences (the foods I can cook). Addition is the best form of breaking of control. If I look forward to vegetarian dishes, I don’t feel hard done by, by the missing meat. I now love making soup and jams… and experimenting. My meat consumption has gone down. Similarly, I think the way to unwind our identity problems (Nations, Companies, Prejudice) is competition. Start seeing yourself in more places till those places become a part of you. We are a collection of our habits, and our habits build from the words and sentences we attach meaning to and build meaning from.