Explainer

Veganuary Challenge Continues To See Growth in 2025

The pledge’s potential impact, explained.

A Veganuary graphic showing a cow print mug with udders sticking out from the top. The text reads
Credit: Veganuary

Explainer Diet Health

For the last few years, hundreds of thousands of people around the world have taken part in Veganuary, a challenge to give veganism a try for the month of January. What began as a small campaign in the UK in 2014 has since grown into a global movement drawing attention to the intersection of diet, ethics and environmental sustainability. With more than 1.8 million participants in January 2024 (meaning those who sought resources from the Veganuary organization) — and many more unofficially signed up — Veganuary’s potential impact is not insignificant.

Sandra Hungate, director of Veganuary U.S., tells Sentient that for every million people who go vegan for 31 days, around “the equivalent of 1.2 million flights from London to Paris” in emissions are saved. Longer term, one study found replacing even half of the meat and milk consumed with vegan alternatives would curb food and land use emissions by 31 percent in 30 years.

As an organization, Veganuary has also developed into a non-profit, working throughout the year with individuals and businesses “to move to a plant-based diet as a way of protecting the environment, preventing animal suffering and improving the health of millions of people,” according to its website. The group offers resources, recipes and tips, and raises awareness about animal agriculture, sustainability and the impact of our food choices on the planet. It also works with companies and institutions to implement Veganuary on a greater scale.

Still, some critics of Veganuary argue that it focuses too much on short- rather than long-term commitments to sustainable dietary change and lifestyle choices, and that the organization is too focused on corporate partnerships. For example, Jake Conroy, also known as The Cranky Vegan, stated in a 2023 video that Veganuary is more focused on reducetarianism than veganism, and also questions the organization’s methods of measuring success. In a more recent post on Instagram, Dr. Leila Dehghan called out the Veganuary organization for working with militaries and reinforcing Eurocentric capitalism.

“Veganuary is far from promoting Eurocentric food norms,” Nital Jethalal, co-chair of the Veganuary Canada Coalition, tells Sentient. “It actually challenges the dominance of Western meat-heavy diets, and promotes alternatives that are rooted in non-European food systems.”

While it remains difficult to pin down exact numbers on Veganuary participants, the impact — both for animals and the environment — is potentially significant. Let’s take a closer look.

Why Is Veganuary in January?

After the indulgences of the holiday season, January is often considered a time to start fresh, embrace healthier habits, make New Year’s resolutions and re-center the body and mind. January is also considered a time for new beginnings and doing good for the world around us, making it a fitting time to take on a diet with both health and environmental benefits, as well as less animal suffering. As a 31-day challenge, Veganuary hopes to be part of the New Year’s resolution season while also quelling any overwhelm participants may have about committing to going vegan long-term. By offering the option to simply give it a go for the month. there is hope it will stick or at least make people more adept at incorporating plant-based eating into their diets.

What Does Being Vegan for January Mean?

The Vegan Society defines veganism as “a philosophy and way of living which seeks to exclude — as far as is possible and practicable — all forms of exploitation of, and cruelty to, animals for food, clothing or any other purpose.” It adds that, by extension, veganism also “promotes the development and use of animal-free alternatives for the benefit of animals, humans and the environment. In dietary terms, it denotes the practice of dispensing with all products derived wholly or partly from animals.”

As a month-long challenge, total veganism would mean opting out of consuming any products of animal origin — including meat, dairy, eggs and honey — throughout January. For some Veganuary participants, this may also mean using only cruelty-free home and beauty products, not purchasing clothing or other items made with animal-based textiles, such as leather, wool, down, fur or silk, and not visiting animal-exploiting businesses such as zoos, marine parks and circuses, among others.

What Is the Impact of Veganuary?

In 2020, University of Oxford environmental researcher Joseph Poore estimated that thanks to the 350,000 people who participated in Veganuary that year, global carbon emissions were cut by about 45,000 tons. This is equivalent to removing nearly 8,600 cars from the road for a year. At the individual level, going vegan for one month can save approximately 33,000 gallons of water, 1,200 pounds of grain, 900 square feet of forest, 600 pounds of CO2 and 30 animal lives. Multiply that by the number of unofficial Veganuary participants, which Hungate puts at 25 million for 2024, and you have a significant impact. Huntgate says 2024 participation was measured through “several You Gov services in nine of our core countries, and that established a percentage of people who reported trying vegan during Veganuary in 2024.”

How Many People Stay Vegan After January?

Veganuary reports growth each year, and the organization releases data most years, based on participant surveys from those who signed up through the site. According to that data for 2024, the organization reports that 81 percent of participants who took the survey, “maintained a dramatic reduction in their animal product consumption” six months on, with 27 percent reporting that they continued to eat a fully vegan diet, and 37 percent “eating at least 75 percent less meat and other animal products than pre-Veganuary.”

Nearly all participants who reported not maintaining a vegan diet after the challenge nevertheless “said they’re likely to try a vegan diet again in the future,” according to the group.

The movement is also growing globally, with more countries joining as official partners each year. This year, Canada signed on as an official Veganuary partner, along with Malaysia and Peru.

Jethalal tells Sentient that the new membership is an indication the movement is expanding. “Veganuary started in the UK in 2014,” he says, “and it grew to 17 countries last year.” There are three new countries this year too, including Canada. “So, good sign.”

Being a member country, explains Jethalal, means “working towards Veganuary’s strategic objectives, which are increasing participation through their 31-day pledge, corporate outreach from large multinationals to small retailers, offering support to increase production of animal-free items,” as well as raising awareness with the help of celebrities, influencers and mainstream media.

Jethalal adds that Canada is particularly well positioned for Veganuary interest after the federal government published its updated Food Guide in 2019, encouraging Canadians to eat more plant proteins.

Jethalal also disagrees that Veganuary is too focused on reduction rather than elimination of animal consumption. “As a campaign, Veganuary has been shown to lower barriers to entry to plant-based eating and makes it approachable for a broad audience,” he says, with a “goal to inspire lasting change.”

How To Take Part in Veganuary

While officially signing up for the challenge on the Veganuary website isn’t required, doing so allows participants to partake of a variety of resources for free, including a “celebrity cookbook, meal plans, nutrition guides, recipes and lots more,” according to the website. But for those wanting to go at it on their own, there is also an abundance of online information available for how to veganize your favorite meals, how to swap out animal products for plant-based ones and how to get enough essential nutrients throughout the month, and beyond.

The Bottom Line

The growing popularity of Veganuary highlights the tension between the entrenched culture of animal agriculture and the growing urgency of addressing climate change, public health crises and animal welfare. The month-long challenge is considered a user-friendly way to introduce veganism to those who may not otherwise try to drop all animal products from their diet in the long-term. While the exact success of the challenge is difficult to measure, the Veganuary organization has had some notable wins (including helping the author of this story go vegan).

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