16 / VEGANUARY
New year, new diet As the Veganuary campaign sweeps across the globe for its eighth year, April Waterston looks at how we can make the most of this lifestyle movement onboard
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ince 2014, non-profit organisation Veganuary has been encouraging people to try a vegan diet for ‘January and beyond’. Veganuary is focused on changing consumer behaviours and attitudes, while providing all the information and practical support required to make the transition to veganism easy and enjoyable. Since the campaign started, more than 1.5 million people have registered to try a vegan diet, although data suggests that ten times more people actually participate without signing up. Swathes of celebrities like actors Emily Deschanel and Evanna Lynch, New York City Mayor Eric Adams, and thousands of high street brands support the cause. Although the campaign is UK-based, in recent years it has
achieved worldwide reach with participants in the U.S., India, Argentina, South Africa and more.
Growing demand Dr Toni Vernelli, international head of communications and marketing at Veganuary, explains why the vegan demographic is worth targeting onboard. “A study conducted by YouGov last month showed one-third (34%) of UK adults are either interested in trying or plan to try a vegan/plant-based diet while eight per cent of UK adults are already on a vegan/plant-based diet,” said Vernelli. “The survey also revealed that 35% of Brits say their perceptions of a plant-based/vegan diet have changed for the better in the past two years and 36% think eating a vegan/plant-based diet
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