Launched in the United Kingdom in January 2014, Veganuary is a global campaign that encourages people to try eating a vegan diet for the month of January.
Veganuary is dedicated to changing public attitudes, while providing all the information and practical support required to make the transition to veganism as easy and enjoyable as possible.
It is a growing movement, with over 50 000 people committed for January 2018 (1) compared to just over 20 000 in 2016 (2). The report of the impact of 2016 Veganuary (see 1 below) argues that the month long campaign has a positive impact on helping people maintain their veganism and helping some transition from vegetarianism. meat-eating to full-blown veganism.
Comments/ sociological relevance
My optimistic, and vegan-sympathetic self wants to ask ‘Are we seeing an ‘anticipation of the morality of the future’? (following Durkheim’s stance on deviance and social change) – might veganism be the new norm in 50 years?
Or, following postmodernism, is this just a case which illustrates a new forms of ‘incredibly weak solidarity’ orchestrated through social media. Is this is just yet another faddish lifestyle culture?
From a research methods perspective, you might also want to have a look at that report on the ‘impacts’ of Veganuary… the survey asked people about their diets in the first week of February, in order to measure the impact of going vegan in the previous months… hmmm, can anyone see any problems there???? As always, answers welcome in the comments below!
(2) The Week, 6 January 2018