New Study: Want to Feel More Hopeful in 2023? Try Vegan

As Veganuary 2023 launches, a new study shows that those who are going vegan or vegetarian for their New Year’s Resolution feel more hopeful than those who are not

(United States – December 7, 2022) – Veganuary – the global movement to try vegan for January and beyond – is determined to help everyone find hope in the new year as registration for Veganuary 2023 opens today. A new study conducted by YouGov on behalf of Veganuary shows that the act of committing to a New Year’s Resolution makes people feel hopeful about the future*. Further, those who are going vegan or vegetarian for their New Year’s Resolution this year feel more hopeful than those who are not (78% vs. 59%). 

The study also revealed that among the most common resolutions for 2023 are to eat healthier overall (34%), budget more effectively (28%), reduce stress (28%), and exercise more (39%). Veganuary is uniquely positioned to support individuals in reaching these goals through the free resources offered to all 2023 participants. Everyone who registers for the challenge will receive daily plant-based recipes, nutrition guides, a budget meal plan, and access to discounts and special offers. 2022 participants surveyed reported having improved energy (49%) and improved mood (48%) following their Veganuary challenge**. 

Participants also gain access to a global community of supporters and participants through Veganuary’s podcast, YouTube series, and Facebook groups. In fact, the community Veganuary provides is quite important when it comes to New Year’s Resolutions, as more than half of resolvers aged 18-34 (54%) said in the YouGov survey that they plan to make a New Year’s Resolution with additional support for accountability, including doing their resolutions with friends, family, as part of a group or challenge, or with outside digital resources rather than doing it alone.

Veganuary 2022 participant Judy Hamilton, age 58, Charleston, West Virginia, described the power of collective resolutions as follows, “When it comes to feeling hopeful about the future, I believe it is better to strive for the type of future we want to see than to not try. Veganuary makes me feel that I am part of a community that is trying to make a positive difference in the lives of animals.”

Additionally, Veganuary works closely with retailers, restaurants, and brands to create special offers, vegan product and menu launches, and discounts throughout the month that participants can take advantage of. Major national and regional brands, retailers, and restaurants, including Lightlife, Wicked Kitchen, MALK, Aveda, Violife, Pacifica, Beyond Meat, LUSH, Mellow Mushroom, and hundreds more, will join Veganuary by offering promotions, giveaways, and special menu items, while creating specialized marketing campaigns for plant-based products.

“Many of us could use a little hope right now,” said Wendy Matthews, Veganuary’s US Director.  “But hope isn’t just wishful thinking – it’s taking steps that lead to the changes we want to see. Participating in Veganuary is a powerful way to start the year off with positive action, no matter what your resolution.”

Veganuary was founded in the UK in 2014 and since then nearly 2.5 million people have taken the 31-day plant-based pledge from almost every country in the world. Veganuary’s new podcast series launches on January 1 alongside a new 31-day YouTube series, both designed to offer people additional ways to participate along with the 31 daily coaching emails they receive when they sign-up. 2023 US participants will also receive an updated celebrity e-cookbook featuring recipes from Alicia Silverstone, Venus Williams, Ryan Eggold, and Dr. Jane Goodall. 

Veganuary is supported worldwide by environmentalists, athletes, medical professionals, and celebrities, including Sarah Jeffery, star of Charmed, actor Weird Al, New York Mayor Eric Adams, and more.

>>> View and download celebrity quotes and images

>>> View and download Veganuary’s new 2023 campaign ads 

About Veganuary

Veganuary is a non-profit organization that encourages people worldwide to try vegan for January and beyond. It was founded in the UK in 2014 and since then nearly 2.5 million people have taken the 31-day plant-based pledge from almost every country in the world. With campaign hubs now in Germany, USA, Brazil, Chile, Argentina, India and the UK, Veganuary has truly become a global phenomenon. This New Year’s revolution has also been embraced by businesses, with hundreds of companies taking part in Veganuary last year, launching more than 1540 new vegan products and menu items.

Veganuary is free to join, and people can sign-up at to receive our Celebrity eCookbook, the Official Veganuary Starter Kit, and 31 daily emails packed with nutritional info, delicious recipes, meal plans, and helpful advice.  


*All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1186 adults. Fieldwork was undertaken between 28th – 29th November 2022. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).

**Veganuary’s 2022 Participant Survey was sent by Veganuary to 87% of the 629,351 people who signed up during the 2022 campaign. 32,522 people responded (6%).

Thinking of trying vegan?

Veganuary inspires and supports people all over the world to try vegan for January and beyond. Millions of people have already taken part.
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