The month of wholesome and feel good food. Veganuary 2019!

Veganuary inspires hundreds of thousands of people around the world try a vegan diet for a month. It takes place all year round, but most people take part during January.

Participants sign up at They’re then supported to try vegan through a series of emails, social media content, membership of a Facebook support group, and a website full of helpful resources like recipes, a starter kit and meal plans.

Some participants choose to use the month to raise money for good
causes. By the end of their month trying vegan, participants know much more about eating a vegan diet, how easy and tasty it can be, and about the many positive impacts it has on animals, the environment, and our health. Many people choose to go vegan permanently after taking part.

Veganuary was founded by Matthew Glover and Jane Land, a couple from the Yorkshire region of the United Kingdom who wanted to use their time as effectively as possible to reduce animal suffering. Initially run from their kitchen table, it is now a fully-fledged and growing charity with 10 UK-based staff.

The pledge is taking the world by storm, with over 250,000 people in 193 countries taking part since 2014. Participation has doubled each year since the first campaign. In January 2014, 3,300 people took part. Growing to 12,800 in 2015, 23,000 in 2016, 59,500 in 2017 and a staggering 168,500 in 2018, that’s +183%!
But that’s just what we can measure! A survey by leading market researchers IPSOS Mori suggests around ten times more people ‘do Veganuary’ than officially sign up through the website. This the ‘Veganuary Effect’.

Simon Winch, Veganuary CEO, says, “Our research from our 2018 Veganuary Participants Survey suggests most are sticking with it, which is great news! 62% of respondents said they intended to stay vegan, of whom 82% said that going vegan was easier than they expected.
“We’ll need a few years’ more data to get a better feel about the longer term conversion rates of people taking the pledge and remaining vegan, but the signs are very encouraging that the campaign is really effective at helping people go and stay vegan for the long term. This year we’re working hard to improve the quality of the support we provide to people after they finish their month trying vegan – to help those that want to stay vegan to continue their journey. We’re also planning some exciting new campaigns to recruit and support new vegans during 2019. Developing the ‘support’ side of our work helps turn a month long commitment for our pledge participants into one that can last for a lifetime.”

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Elena Daniilidou

Elena is an ethical vegan and minimalist advocating for sustainable and slow living.

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