John Robbins encourages people to eat a "plant-based diet," which means a vegan diet when applied to Americans.
The term "plant-based diet" can mean something different when discussing trends in a population. For example, when one says that people in rural China eat a plant-based diet, the implication is that they eat rice and vegetables most of the times and not all the time.
Robbins says that plant-based diets are good for the environment, human health, and animal welfare.