When society does certain actions to harm sentient beings it needs to be called out as the world should be a transparent and fair place. When I did bad things in the past my society threw the book at me multiple times without explaining why my actions were harmful, thankfully I learned from my mistakes and decided to do better as everyone can do.
The vegan memes coming off a little hateful is subjective as I could argue from my position that the meat eater lifestyle is hateful towards the animals and vegans as it requires animal product sacrifices.