Veganuary

{{short description|UK nonprofit promoting veganism}} {{Use dmy dates|date=April 2020}}{{Use British English|date=December 2025}} {{Infobox organization | name = Veganuary | pronunciation = {{IPAc-en|ˈ|v|iː|g|ə|n|.|j|u|ɛr|i}}, {{IPAc-en|v|iː|ˈ|g|æ|n|.|j|ʊəɹ|i}}<ref name="Dictionary.com" /><ref name="Collins" /> | native_name = | native_name_lang = | nickname = | named_after = | image = | image_size = | image_alt = | caption = | logo = Veganuary logo.jpeg | logo_size = | logo_alt = | logo_caption = | map = | map_size = | map_alt = | map_caption = | map2 = | map2_size = | map2_alt = | map2_caption = | abbreviation = | predecessor = | merged_into = | successor = | formation = 2014 | founder = | founding_location = | extinction =  | merger = | tax_id =  | registration_id = 1168566<ref name="Charity Commission">{{cite web |title=Veganuary - Charity 1168566 |url=https://register-of-charities.charitycommission.gov.uk/en/charity-search/-/charity-details/5082137 |work=Charity Commission for England and Wales |access-date=2026-05-16}}</ref> | status = Charity | purpose = Advocacy | headquarters = PO Box 771 York, YO1 0LJ, United Kingdom<ref name="Charity Commission" /> | coordinates =  | region_served = | services = | products = | methods = | fields = | num_members = | num_members_year = | owner =  | secretary_general =  | leader_title = | leader_name = | leader_title2 = | leader_name2 = | leader_title3 = | leader_name3 = | leader_title4 = | leader_name4 = | board_of_directors = | key_people = | main_organ = | parent_organization = | subsidiaries = | secessions = | affiliations = | budget = | budget_year = | revenue = | revenue_year = | disbursements = | expenses = | expenses_year = | endowment = | endowment_year = | num_staff = | num_staff_year = | num_volunteers = | num_volunteers_year = | num_students = | num_students_year = | website = {{URL|https://veganuary.com/}} | remarks = | former_name = | footnotes = | bodystyle = }}

'''Veganuary''' is an annual challenge run by a British nonprofit organisation that promotes the vegan lifestyle by encouraging people to follow a vegan diet for the month of January. Since it began in 2014 with only 3,325 people who joined to the challenge, participation has increased each year. 400,000 people signed up to the 2020 campaign. The campaign estimated this represented the carbon dioxide equivalent of 450,000 flights and the lives of more than a million animals. Veganuary can also refer to the event itself.<ref name="Dictionary.com">{{Cite web |title=Here's How Veganuary Took Over The First Part Of The Year |url=https://www.dictionary.com/e/pop-culture/veganuary/ |access-date=2020-08-11 |work=Dictionary.com |department=Pop Culture}}</ref><ref name="Collins">{{Cite web |title=Veganuary definition and meaning |url=https://www.collinsdictionary.com/dictionary/english/veganuary |access-date=2020-08-11 |work=Collins English Dictionary}}</ref> In 2026, 30 million people took part in it.<ref>{{Cite web |last=Chelsea |date=2026-02-04 |title=Veganuary celebrates 30 million global participants: 2026 campaign proves plant-based isn't going anywhere |url=https://veganuary.com/veganuary-2026-results/ |access-date=2026-02-15 |work=Veganuary}}</ref>

==History== Founded by Jane Land and Matthew Glover,<ref>{{cite news |title=Why I started the Veganuary movement |url=https://www.bbc.co.uk/news/av/uk-england-york-north-yorkshire-50987943 |access-date=3 January 2020 |work=BBC News |date=3 January 2020}}</ref> the first event was during January 2014.<ref name="maynardFORBES16jan2019">{{cite web |last=Maynard |first=Micheline |title=Happy Veganuary: Vegans And Vegetarians Are In The 2019 Dining Spotlight |url=https://www.forbes.com/sites/michelinemaynard/2019/01/16/happy-veganuary-vegans-and-vegetarians-are-in-the-2019-dining-spotlight/ |work=Forbes |access-date=19 February 2019}}</ref> In 2015 the project registered 12,800 sign-ups. From there the sign-ups grew to over 500,000 in 2021.<ref name="guardian-2021">{{cite news |editor-last=Carrington |editor-first=Damian |title=Record 500,000 people pledge to eat only vegan food in January |url=https://www.theguardian.com/environment/2021/jan/05/veganuary-record-number-people-pledge-eat-vegan-food-january |access-date=20 May 2019 |work=The Guardian |date=5 January 2021 |issn=0261-3077}}</ref>

The name "Veganuary" is a portmanteau of "vegan" and "January". The first part of the compound is pronounced either {{IPAc-en|ˈ|v|iː|g|ən|-}} or {{IPAc-en|v|iː|ˈ|g|æ|n|-}}, whereas the ''-uary'' part is subject to the same kind of variation as in the case of the word "January" itself, thus {{IPAc-en|ˈ|v|iː|g|ən|.|j|u|ɛr|i}}, {{IPAc-en|v|iː|ˈ|g|æ|n|.|j|ʊəɹ|i}}, etc.<ref name="Dictionary.com" /><ref name="Collins" />

In 2023 ''It'll Never Catch On: The Veganuary Story'', a documentary about the event, featured the vegans Kellie Bright, Jane Fallon, Jasmine Harman, Evanna Lynch, Chris Packham and Benjamin Zephaniah and the vegan chefs Henry Firth and Ian Threasby.<ref>{{Cite web |last=Clark |first=Daniel |date=2023-11-08 |title={{-'}}It'll Never Catch On': New Film Tells Story Of Veganuary's First Decade |url=https://plantbasednews.org/lifestyle/new-veganuary-film-first-decade/ |access-date=2023-12-10 |work=Plant Based News}}</ref><ref name=":1">{{Cite web |last=Chiorando |first=Maria |date=2023-11-09 |title=New documentary marks 10 years of success for Veganuary |url=https://www.veganfoodandliving.com/news/itll-never-catch-on-the-veganuary-documentary-story/ |access-date=2023-12-10 |work=Vegan Food & Living}}</ref><ref>{{Cite web |last=Pointing |first=Charlotte |title=The Veganuary Campaign Celebrates 10 Years With a Documentary |url=https://vegnews.com/vegan-news/veganuary-campaign-documentary |access-date=2023-12-10 |work=VegNews}}</ref> It debuted at the November 2023 Plant Based World Expo''.''<ref name=":1" />

==Programme== Veganuary is a crowd-funded campaign to issue a challenge each January promoting eating vegan for the month.<ref name="von Mossner2019">{{cite book|author=Alexa Weik von Mossner|title=''"How We Feel about (Not) Eating Animals"'' in Through a Vegan Studies Lens: Textual Ethics and Lived Activism|url=https://books.google.com/books?id=Dvi_vQEACAAJ|year=2019|publisher=University of Nevada Press|isbn=978-1-948908-11-5}}</ref>{{rp|36}}

Participants sign up online and receive a downloadable "starter kit" and daily support emails.<ref name="wicksCL4jan2019">{{cite web |last=Kettle |first=Emilia |title=What is Veganuary? Everything you need to know and advice |url=https://www.theargus.co.uk/news/national/uk-today/24006222.veganuary-everything-need-know-advice/ |publisher=The Argus |access-date=21 February 2024}}</ref> They are offered an online "vegan starter kit" with restaurant guides, product directories<ref name="von Mossner2019" />{{rp|36}} and a recipe database.<ref name="von Mossner2019" />{{rp|38}} Participants are encouraged to share images and recipes to social media, which according to the academic Alexa Weik von Mossner creates a sense of community and communicates the message that veganism is easy and fun.<ref name="von Mossner2019" />{{rp|37}}

==Reception== ''GQ'' magazine noted "it's a clever way to introduce a new way of nutritional thinking at a time of year where our mind is hardwired to explore ways to better ourselves".<ref name="knightGQ4jan2019">{{cite web |last=Knight |first=Nick |title=Veganuary is here: what you need to know |date=4 January 2019 |url=https://www.gq-magazine.co.uk/article/veganuary-is-here-what-you-need-to-know |publisher=Gentleman's Quarterly |access-date=19 February 2019}}</ref>

A January 2019 slump in UK pub receipts was blamed on Veganuary.<ref name="gillTELE18feb2019">{{cite news |last=Gill |first=Oliver |title={{-'}}Veganuary' blamed for January pub hangover |url=https://www.telegraph.co.uk/business/2019/02/18/veganuary-blamed-january-pub-hangover/ |work=The Daily Telegraph |date=18 February 2019 |access-date=19 February 2019 |url-access=limited |archive-url=https://web.archive.org/web/20230121132714/https://www.telegraph.co.uk/business/2019/02/18/veganuary-blamed-january-pub-hangover/ |archive-date=2023-01-21 |url-status=live}}</ref>

Von Mossner notes that criticism can be raised over the fact that Veganuary uses "images with happy-looking, baby-faced animals while at the same time downplaying (though not completely omitting) the horrific truth about the lives and deaths of the actual animals that are nevertheless slaughtered everyday for human consumption". Another point of criticism may be "the campaign's strict emphasis on food rather than on other aspects of the vegan lifestyle and worldview".<ref name="von Mossner2019" />{{rp|38}}

The vegan activist Tobias Leenaert postulated the popularity of the campaign may be partially due to the organisers' decision to promote "trying" veganism for a specific period vs. "going vegan", which allows participants to decide not to continue with an all-vegan diet without feeling as if they have failed.<ref name="von Mossner2019" />{{rp|36}} Von Mossner agrees and points to the "light-hearted" and generally positive tone of the promotional materials, which feature attractive and "frequently ''named'' animals" with captions like, "Save little Eric—Try Vegan this January" rather than images of animal abuse.<ref name="von Mossner2019" />{{rp|37}}

==Impact== Food businesses and restaurants in the UK have been introducing new vegan products in January to coincide with Veganuary.<ref>{{Cite news |last=Howard |first=Tom |date=2021-01-05 |title=Meatless burgers hit the high street for Veganuary |newspaper=The Times |url=https://www.thetimes.com/business-money/article/meatless-burgers-hit-the-high-street-for-veganuary-rsppq2ndc |access-date=2021-01-06 |issn=0140-0460 |url-access=subscription |archive-url=https://archive.today/20211120165056/https://www.thetimes.co.uk/article/meatless-burgers-hit-the-high-street-for-veganuary-rsppq2ndc |archive-date=2021-11-20 |url-status=live}}</ref><ref>{{Cite web|last=Maynard|first=Maddie|date=2020-12-18|title=Seven plant-based meat alternatives launching for Veganuary 2021|url=https://www.thegrocer.co.uk/new-product-development/seven-plant-based-meat-alternatives-launching-for-veganuary-2021/651490.article|access-date=2021-01-06|work=The Grocer}}</ref> The supermarkets in the UK, including Tesco, have been seen to run advertisements advertising Veganuary.<ref name="guardian-2021"/>

People in the United States are now participants in the challenge. In 2019 ''The Washington Post'' reported that "46 percent of people signed up for health reasons, with 34 percent citing animal cruelty and only 12 percent climate issues."<ref>{{Cite news |last=Heil |first=Emily |date=2019-12-11 |title={{-'}}Veganuary' wants to be your new food resolution for 2020 — and beyond |newspaper=The Washington Post |url=https://www.washingtonpost.com/news/voraciously/wp/2019/12/11/veganuary-wants-to-be-your-new-food-resolution-for-2020-and-beyond/ |access-date=2021-01-06 |issn=0190-8286 |url-access=subscription |archive-url=https://web.archive.org/web/20191211185345/https://www.washingtonpost.com/news/voraciously/wp/2019/12/11/veganuary-wants-to-be-your-new-food-resolution-for-2020-and-beyond/ |archive-date=2019-12-11 |url-status=live}}</ref> In 2020, the ''Houston Chronicle'' reported that "Texas was the state with the second-highest sign-ups in the U.S."<ref>{{Cite web|last=Balter|first=Emma|date=2021-01-05|title=Goodbye 2020, hello Veganuary: the global movement to eat plant-based for a month|url=https://www.houstonchronicle.com/lifestyle/renew-houston/nutrition/article/Goodbye-2020-hello-Veganuary-the-global-15845346.php|access-date=2021-01-06|work=Houston Chronicle}}</ref> In 2021 ''The Maine Sunday Telegram'' reported that "Annual participation continues to be biggest in Britain, but it's slowly spreading to the U.S., along with many other countries including Mexico, Argentina, Germany and Sweden."<ref>{{Cite web |last=Kamila |first=Avery Yale |date=2021-01-03 |title=Vegan Kitchen: More people are resolving to start the year without animal products |url=https://www.pressherald.com/2021/01/03/vegan-kitchen-more-people-are-resolving-to-start-the-year-without-animal-products/ |access-date=2021-01-05 |work=Press Herald |url-status=live |archive-url=https://web.archive.org/web/20210103120320/https://www.pressherald.com/2021/01/03/vegan-kitchen-more-people-are-resolving-to-start-the-year-without-animal-products/ |archive-date=2021-01-03}}</ref>

In 2022 Veganuary published a deck of 40 inspirational cards called The Vegan Kit.<ref>{{Cite web |last=Kamila |first=Avery Yale |date=2022-12-11 |title=The best vegan cookbooks of 2022 |url=https://www.pressherald.com/2022/12/11/the-best-vegan-cookbooks-of-2022/ |access-date=2023-03-18 |work=Press Herald |archive-url=https://web.archive.org/web/20221211130718/https://www.pressherald.com/2022/12/11/the-best-vegan-cookbooks-of-2022/ |archive-date=2022-12-11 |url-status=live}}</ref>

As of 2024 Veganuary ambassadors include the singers Billie Eilish and Paul McCartney and the actor Joaquin Phoenix.<ref>{{Cite web |url=https://www.euronews.com/culture/2024/01/06/veganuary-turns-10-how-plant-based-foods-took-over-europe |title=Veganuary turns 10: How plant-based foods took over Europe |date=2024-01-06|access-date=2024-01-09 |work=Euronews}}</ref> 2024 was the first year Veganuary launched their campaign in Spain.<ref>{{cite web |last=Arana |first=Lucía |url=https://www.europapress.es/comunicados/sociedad-00909/noticia-comunicado-veganuary-acompano-18-millones-personas-probar-veganismo-mes-enero-20240205162357.html |title=Veganuary acompañó a 1,8 millones de personas a probar el veganismo durante el mes de enero |trans-title=Veganuary helped 1.8 million people try veganism during the month of January |work=Europa Press |language=es |date=2024-02-05 |access-date=2024-03-13}}</ref> In 2024 Veganuary had the support of the Dani Rovira, Clara Lago, Elisabeth Larena, Núria Gago, Nathalie Poza and David Pareja.<ref>{{cite web |last=Arana |first=Lucía |url=https://www.europapress.es/comunicados/empresas-00908/noticia-comunicado-personalidades-cine-cultura-vuelcan-veganuary-2024-20231229152856.html |title=Personalidades del cine y la cultura se vuelcan con Veganuary 2024 |trans-title=Cinema and cultural personalities turn to Veganuary 2024 |work=Europa Press |language=es |date=2023-12-29 |access-date=2024-03-13 }}</ref><ref>{{cite web |url=https://navarracapital.es/veganuary-comer-vegano-en-enero/ |title={{-'}}Veganuary': comer vegano en enero |trans-title='Veganuary': eating vegan in January |work=Navarra Capital |language=es |date=2024-01-05 |access-date=2024-03-13}}</ref> Avery Yale Kamila reported that "more than 1.8 million people participated" in 2024, which was when "Emirates airline introduced 300 new vegan in-flight meals, while Dunkin' shops in the United Kingdom added vegan doughnuts in several flavors."<ref>{{Cite web |last=Kamila |first=Avery Yale |date=2024-12-19 |title=Veganism gains ground in 2024. Our news roundup tells you what and where |url=https://www.pressherald.com/2024/12/19/veganism-gains-ground-in-2024-our-news-roundup-tells-you-what-and-where/ |access-date=2024-12-22 |work=Portland Press Herald}}</ref> ''The Guardian'' reported at the end of 2024 on studies that have found that meat-eaters who participate in Veganuary are more likely to find meat disgusting and less likely to identify as a meat-eater after participating in Veganuary.<ref>{{Cite news |last=Tapper |first=James |date=2024-12-21 |title=Meat-eaters more likely to be disgusted by meat after taking part in Veganuary, study reveals |url=https://www.theguardian.com/lifeandstyle/2024/dec/21/meat-eaters-more-likely-to-be-disgusted-by-meat-after-taking-part-in-veganuary-study-reveals |access-date=2024-12-22 |work=The Observer |issn=0029-7712}}</ref>

==Participants== Participation in Veganuary has become increasingly popular, with the number of people signing up rising each year:

* 2014 – 3,300 people<ref>{{cite web |last=Lowbridge |first=Caroline |title=Veganism: How a maligned movement went mainstream |url=https://www.bbc.co.uk/news/uk-england-leicestershire-40722965 |work=BBC News |access-date=20 February 2024}}</ref> * 2015 – 12,800 people<ref name="guardian-2021"/> * 2016 – 23,000 people<ref name="guardian-2021"/> * 2017 – 50,000 people<ref>{{cite news |title=Veganuary: Is following a vegan diet for a month worth it? |url=https://www.bbc.co.uk/news/uk-38506418 |work=BBC News |access-date=8 December 2020 |date=4 January 2017}}</ref> * 2018 – 168,000 people<ref>{{cite web |last=McCoole |first=Veena |title=Going Vegan This January? A London Food Entrepreneur Shares Her Tips For Veganuary |url=https://www.forbes.com/sites/veenamccoole/2018/12/30/going-vegan-this-january-a-london-food-entrepreneur-shares-her-tips-for-veganuary/ |work=Forbes |access-date=8 December 2020}}</ref> * 2019 – 250,000 people<ref>{{cite news |last=Topping |first=Alexandra |title=Year of the vegan? Record numbers sign up for Veganuary |url=https://www.theguardian.com/lifeandstyle/2018/dec/31/year-of-the-vegan-record-numbers-sign-up-for-veganuary |work=The Guardian |access-date=8 December 2020 |date=31 December 2018}}</ref> * 2020 – 400,000 people<ref>{{cite news |last=Smithers |first=Rebecca |title=Veganuary signed up record 400,000 people, campaign reveals |url=https://www.theguardian.com/food/2020/feb/03/veganuary-signed-up-record-400000-people-campaign-reveals |work=The Guardian |access-date=8 December 2020 |date=3 February 2020}}</ref> * 2021 – 582,538 people<ref>{{cite web |url=https://veganuary.com/veganuary-2021-becomes-biggest-year-yet|title=Veganuary's rise is unstoppable as 2021 becomes biggest year yet |work=Veganuary |date=1 February 2021 |access-date=2 February 2021}}</ref> * 2022 – 629,000 people<ref>{{cite web |url=https://veganuary.com/veganuary-2022-takes-world-by-storm |title=Veganuary takes world by storm with participants in nearly every country |work=Veganuary |date=1 February 2022 |access-date=8 March 2022}}</ref> * 2023 – 706,965 people<ref>{{Cite web |last=Chelsea |date=2023-02-02 |title=Veganuary 2023 breaks all records in campaign's 10th year |url=https://veganuary.com/veganuary-2023-breaks-all-records/ |access-date=2023-02-10 |work=Veganuary}}</ref> * 2024 – More than 1,800,000 people<ref>{{cite news |last=Chester |first=Bethany |title=Veganuary 2024 Supports Over 1.8 Million Participants Worldwide to Try Veganism |url=https://vegconomist.com/society/charity-campaigns/veganuary-2024-record-participation/ |work=Vegconomist |access-date=20 September 2024 |date=5 February 2024}}</ref> * 2025 – Approximately 25.8 million people<ref name=":0">{{Cite web |date=2025-02-06 |title=Veganuary Hits 25.8M Global Participants, Strengthens Presence in North & South America, Asia |url=https://vegconomist.com/society/charity-campaigns/veganuary-hits-25-8m-global-participants-strengthens-presence-in-north-south-america-asia/ |access-date=2025-02-14 |work=Vegconomist}}</ref> * 2026 - Approximately 30 million people<ref>{{cite web |title=Veganuary celebrates 30 million global participants: 2026 campaign proves plant-based isn't going anywhere |url=https://veganuary.com/veganuary-2026-results/ |work=Veganuary |access-date=2026-05-16 |date=4 February 2026}}</ref>

==Objective== The company's plans state that one of the goals is to reach minimum 33 million members each year by 2027.<ref>{{cite web |title=5-Year Strategy |url=https://veganuary.com/wp-content/uploads/2026/03/5-Year-Strategy-Document-revised-2025.pdf#page=13 |work=Veganuary |access-date=2026-05-16 |page=13 |date=April 2025 |quote=By the 2027 Veganuary campaign we aim to have at least 33 million people participating globally each year and eating vegan for at least a month.}}</ref>

==References== {{reflist}}

== External links == * {{Official website|https://veganuary.com/}}

Category:Veganism in the United Kingdom Category:January observances Category:Charities based in England

Veganuary

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