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Are vegan stereotypes harming the movement? With the rise of ‘vegan influencers’ o n s ocial media, veganism is constantly in the headlines. Such publicity has fuelled gross stereotypes. Is this halting the progress of the movement in fighting climate change and protecting animal rights? Daria Paterek gives us her thoughts. To many, vegans are seen as pretentious, angry and unfunny hippies. Stereotypically, vegans are also white, rich and rife with bigotry. Ironically, this is in stark contrast to the origins of plant-based diets in amongst the poor societies of Ancient India and the Mediterranean. Even today, the reality is that veganism is a philosophy which promotes ‘the development and use of animal-free alternatives for the benefit of animals, humans and the environment.’ However, there persists a perception that the lifestyle is classist, inaccessible and even racist. So, where does this stereotype come from?
“Slogans such as ‘Stuff Veganuary and do what you can-uary’ are overshadowed by vegan ‘influencers’ who continue to preach that veganism is all-or-nothing” Groups such as PETA have used shock-tactics, such as slaughterhouse footage, to create moral outrage. Despite new campaigns by the Vegan Society, like Veganuary and ‘Plate up for the Planet’, the public still associates veganism with these notorious protests. Slogans such as ‘Stuff Veganuary and do what you canuary’ are overshadowed by vegan ‘influencers’ who continue to preach that veganism is all-or-nothing. Vegan influencers, like James Aspey, use highly extremist language in their campaigns, an example of such is the comparison of animal husbandry to the horrors of slavery, rape, and the Holocaust. Unsurprisingly, this has caused many to turn away from the movement.
Aspey, who has 200k followers, caused outrage with his remark that “one day our consumption of animals will be known as the longest-lasting Holocaust.” Slogans like ‘End the Animal Holocaust, Abolish Animal Slavery’ can often overshadow more positive slogans such as ‘One World. Many Lives. Our Choice.’ Influencers like this feed into the stereotype of veganism as a white, middle-class diet and deter those who may be considering plant-based living. While not all vegan influencers are like this, with channels such as SoVegan providing healthier, more moderate views, it is the aggressive and controversial individuals that garner the most attention. The key for veganism to succeed is intersectionality, but how can a movement succeed whilst also being so hostile? There are growing discussions about the accessibility of lowincome veganism, alongside the need to highlight cultural foods that are vegan and aid those who feel isolated when trying to go plant-based. Hopefully, this could be the beginning of veganism becoming more mainstream, as the wider vegan community starts to confront their inner bias and question their methods of activism. This more diverse and accepting approach has led to 580,000 people joining the Veganuary campaign in 2021, alongside a further 23,481 joining the Vegan Society’s ‘Plate Up for the Planet’ week. As more people become disillusioned with the state of food production, it is important that positive initiatives like these allow wider audiences to be reached. Being ‘vegan’ may still be associated by some with privilege and prejudice, but it doesn’t need to be. It is only through continually questioning controversial influencers, like Aspey, and challenging divisive tactics that veganism can reach the mainstream. By Daria Paterek Photography by Finn Mckenzie Page Design by Rian Patel
