In this episode, we sit down with 𝐌𝐚𝐭𝐭𝐡𝐞𝐰 𝐆𝐥𝐨𝐯𝐞𝐫, the 𝐟𝐨𝐮𝐧𝐝𝐞𝐫 𝐨𝐟 𝐕𝐞𝐠𝐚𝐧𝐮𝐚𝐫𝐲, 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧 𝐕𝐞𝐠𝐚𝐧, 𝐚𝐧𝐝 𝐕𝐞𝐠 𝐂𝐚𝐩𝐢𝐭𝐚𝐥, 𝐚 𝐥𝐞𝐚𝐝𝐞𝐫 𝐰𝐡𝐨 𝐟𝐮𝐬𝐞𝐬 𝐞𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫𝐢𝐚𝐥 𝐩𝐫𝐞𝐜𝐢𝐬𝐢𝐨𝐧 𝐰𝐢𝐭𝐡 𝐮𝐧𝐬𝐡𝐚𝐤𝐚𝐛𝐥𝐞 𝐜𝐨𝐦𝐩𝐚𝐬𝐬𝐢𝐨𝐧. One haunting video turned his life upside down at 38, awakening a purpose that has since transformed the global vegan movement. For over 14 years, he’s challenged industries built on exploitation, redefined what effective advocacy looks like, and inspired a new era of action for animals, the planet, and our collective conscience.The conversation dives deep into why social norms keep cruelty invisible — “𝐄𝐯𝐞𝐫𝐲𝐨𝐧𝐞 𝐞𝐚𝐭𝐬 𝐦𝐞𝐚𝐭 𝐛𝐞𝐜𝐚𝐮𝐬𝐞 𝐞𝐯𝐞𝐫𝐲𝐨𝐧𝐞 𝐞𝐚𝐭𝐬 𝐦𝐞𝐚𝐭.” It takes a hard look at 𝐈𝐧𝐝𝐢𝐚’𝐬 𝐝𝐚𝐢𝐫𝐲 𝐥𝐚𝐧𝐝𝐬𝐜𝐚𝐩𝐞 𝐚𝐧𝐝 𝐢𝐭𝐬 𝐥𝐢𝐧𝐤 𝐭𝐨 𝐩𝐮𝐛𝐥𝐢𝐜 𝐡𝐞𝐚𝐥𝐭𝐡, 𝐫𝐞𝐯𝐞𝐚𝐥𝐢𝐧𝐠 𝐡𝐨𝐰 𝐭𝐡𝐞 𝐰𝐨𝐫𝐥𝐝’𝐬 𝐥𝐚𝐫𝐠𝐞𝐬𝐭 𝐝𝐚𝐢𝐫𝐲-𝐜𝐨𝐧𝐬𝐮𝐦𝐢𝐧𝐠 𝐧𝐚𝐭𝐢𝐨𝐧 𝐚𝐥𝐬𝐨 𝐟𝐚𝐜𝐞𝐬 𝐬𝐨𝐦𝐞 𝐨𝐟 𝐭𝐡𝐞 𝐡𝐢𝐠𝐡𝐞𝐬𝐭 𝐫𝐚𝐭𝐞𝐬 𝐨𝐟 𝐡𝐞𝐚𝐫𝐭 𝐝𝐢𝐬𝐞𝐚𝐬𝐞, 𝐚𝐧𝐝 𝐡𝐨𝐰 𝐦𝐢𝐥𝐤 𝐨𝐟𝐭𝐞𝐧 𝐞𝐪𝐮𝐚𝐥𝐬 𝐦𝐞𝐚𝐭 𝐢𝐧 𝐭𝐡𝐞 𝐜𝐡𝐚𝐢𝐧 𝐨𝐟 𝐞𝐱𝐩𝐥𝐨𝐢𝐭𝐚𝐭𝐢𝐨𝐧.Matthew explains how 𝐁𝐢𝐠 𝐌𝐞𝐚𝐭 𝐚𝐧𝐝 𝐃𝐚𝐢𝐫𝐲 𝐛𝐨𝐫𝐫𝐨𝐰 𝐭𝐚𝐜𝐭𝐢𝐜𝐬 𝐬𝐭𝐫𝐚𝐢𝐠𝐡𝐭 𝐟𝐫𝐨𝐦 𝐭𝐡𝐞 𝐭𝐨𝐛𝐚𝐜𝐜𝐨 𝐚𝐧𝐝 𝐟𝐨𝐬𝐬𝐢𝐥 𝐟𝐮𝐞𝐥 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐢𝐞𝐬, 𝐟𝐮𝐧𝐝𝐢𝐧𝐠 𝐬𝐜𝐢𝐞𝐧𝐜𝐞, 𝐬𝐡𝐚𝐩𝐢𝐧𝐠 𝐦𝐞𝐝𝐢𝐚, 𝐚𝐧𝐝 𝐦𝐚𝐧𝐮𝐟𝐚𝐜𝐭𝐮𝐫𝐢𝐧𝐠 𝐝𝐨𝐮𝐛𝐭 𝐭𝐨 𝐦𝐚𝐢𝐧𝐭𝐚𝐢𝐧 𝐭𝐡𝐞𝐢𝐫 𝐝𝐨𝐦𝐢𝐧𝐚𝐧𝐜𝐞.He emphasizes the need to shift from blaming individuals to exposing the cruelty of factory farming itself, reframing advocacy in a way that builds allies instead of resistance. 𝐓𝐡𝐞 𝐝𝐢𝐬𝐜𝐮𝐬𝐬𝐢𝐨𝐧 𝐚𝐥𝐬𝐨 𝐞𝐱𝐩𝐥𝐨𝐫𝐞𝐬 𝐩𝐨𝐰𝐞𝐫𝐟𝐮𝐥 𝐚𝐧𝐝 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐚𝐩𝐩𝐫𝐨𝐚𝐜𝐡𝐞𝐬 𝐟𝐫𝐨𝐦 𝐭𝐞𝐬𝐭𝐢𝐧𝐠 𝐟𝐮𝐥𝐥-𝐬𝐜𝐚𝐥𝐞, 𝐜𝐢𝐭𝐲-𝐟𝐢𝐫𝐬𝐭 𝐩𝐢𝐥𝐨𝐭𝐬 𝐭𝐨 𝐫𝐮𝐧𝐧𝐢𝐧𝐠 𝐦𝐮𝐥𝐭𝐢-𝐭𝐨𝐮𝐜𝐡 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬, 𝐚𝐧𝐝 𝐚𝐝𝐚𝐩𝐭𝐢𝐧𝐠 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬 𝐟𝐨𝐫 𝐈𝐧𝐝𝐢𝐚 𝐰𝐢𝐭𝐡 𝐜𝐮𝐥𝐭𝐮𝐫𝐚𝐥𝐥𝐲 𝐫𝐞𝐬𝐨𝐧𝐚𝐧𝐭 𝐢𝐝𝐞𝐚𝐬 𝐥𝐢𝐤𝐞 𝐭𝐡𝐞 “𝐜𝐡𝐚𝐢 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞” 𝐚𝐧𝐝 𝐡𝐞𝐚𝐥𝐭𝐡-𝐛𝐚𝐬𝐞𝐝 𝐦𝐞𝐬𝐬𝐚𝐠𝐢𝐧𝐠 𝐚𝐫𝐨𝐮𝐧𝐝 𝐝𝐚𝐢𝐫𝐲. For the full conversation, examples, anecdotes and much more check out the full podcast!