Nils-Gerrit Wunsch
Research expert covering foods trends in North America, Europe, and the global food system
Conceived in 2014 by Jane Land and Matthew Glover, the Veganuary campaign challenges participants to only eat vegan during January. In 2015, the campaign took place for the first time. In 2023, it saw more than 706,000 people sign up on its website. While it was started in the United Kingdom, the campaign by now has become international. Next to the UK, sign-ups are especially high in India and the United States. The UK-based nonprofit of the same name runs the campaign itself in seven countries, while in five more countries partner organizations run the Veganuary campaign. Veganuary can also rely on a group of celebrities and ambassadors to further spread its message. Sir Paul McCartney and Joaquin Phoenix are official ambassadors for the campaign, with other celebrities such as Alec Baldwin also voicing their support publicly.
Participation in detail
It is estimated that ten times more people participate than sign-up. By the fifth of January 2021, 513,663 people had signed up for Veganuary and by the end of January, the number had increased to 582,538. The following year, sign-ups increased again by over 46,000. And 2023 saw numbers rise again by and close to 78,000. That would put the estimated total participation at slightly over seven million in 2023. This becomes even more impressive when the fact that only 1,280 people signed up in 2015 is considered. In 2023, women constituted the overwhelming majority of sign-ups. A survey carried out the same year, among participants, identified animals and their well-being as the leading motivator for taking part in Veganuary. Personal health and the environment were also significant reasons to go vegan for a month.Beyond the campaign
Not every participant sticks to the diet for a whole month — some renege on their sign-up pledge or sign up while the campaign is already in full swing. However, close to three-quarters of participants aim to reduce animal consumption by more than half after January. About 25 percent intend to stick with a vegan diet permanently after taking part. If the estimates are true, that means that millions of consumers all over the world are changing their eating habits and are significantly cutting their meat consumption due to the Veganuary campaign. The campaign has also impacted businesses. Some increase their advertising of vegan products during January. Other companies even introduce new vegan products during the month to profit from the publicity the campaign brings. In Germany, 307 vegan products were launched during Veganuary 2022.
