The annual campaign which encourages the public to embrace veganism for a month has enjoyed its most successful year yet, with more than 706,000 registrations.
According to a Veganuary statement, almost every country and all 50 US states got involved, with Vatican City and North Korea the only regions not taking part.
Founded in the UK in 2014, Veganuary encourages people to test a vegan lifestyle throughout the month of January, and since then nearly 2.5 million people have signed up. There are campaign hubs in Germany, the US, Brazil, Chile, Argentina, India and the UK, and in 2023 corporate participation increased by 75 percent from the previous year.
“The impact our food choices have on the planet is getting harder to ignore, and it’s very inspiring to see so many people around the world starting the new year by taking action,” said Veganuary US director, Wendy Matthews.
“American attitudes towards veganism are changing. Veganuary’s ‘just give it a go for a month and see what you think’ approach has undoubtedly played an instrumental role in this shift, offering a non-judgemental way for businesses and individuals alike to explore a transition towards plant-based.”
The campaign’s social media activity is believed to have contributed to Veganuary’s record results, with #Veganuary viewed on TikTok more than 894 million times, and over 300 million people engaging with the brand’s social media channels throughout January 2023.