Over 700,000 people officially signed up globally, and more than 400 U.S. businesses took part in Veganuary 2023.
(United States – February 2, 2023) – Veganuary, the global organization encouraging people to try vegan in January and beyond, has again broken all previous records and welcomed more participants than ever before, with 706,695 people officially signing up from nearly every country in the world and in all 50 US states. Only Vatican City and North Korea (where the internet is banned) are missing from the official list of participants for 2023.
Even the record-breaking sign-up number is likely just the tip of the iceberg. Several studies have suggested that total participation in Veganuary is significantly larger than the number of individuals who register through our platforms alone. The team at Veganuary is actively exploring new and innovative ways of assessing the campaign’s overall reach and impact. In a YouGov survey conducted during January 2023, 7% of US respondents reported participating in Veganuary for at least part of the month. These figures provide an exciting glimpse into the broader public participation in Veganuary and its influence as a social movement.
The campaign’s social media presence also continues to grow around the world, with #Veganuary now having been viewed on TikTok more than 894 million times and over 300 million people engaging with Veganuary’s international social media channels in January 2023. The movement’s virality has been partly driven by high-profile celebrity supporters like Mayim Bialik, DeAndre Jordan, Mya, Joaquin Phoenix, and Ryan Eggold (who took part in Veganuary 2023 as a participant). To enable people to take part in the campaign in ways that suit their lifestyle in an ever-changing world, Veganuary launched two new platforms for public participation this year – a 31-day YouTube series providing helpful tips and advice and the weekly Veganuary Podcast featuring celebrity chefs, actors, and vegan influencers.
Corporate participation has also seen a surge in 2023, with the number of US businesses taking part increasing by 75% from the previous year. Major national and regional brands, retailers, and restaurants, including Lightlife, Wicked Kitchen, MALK, Aveda, Violife, Pacifica, Beyond Meat, LUSH, Sweet Earth, Mellow Mushroom, and hundreds more joined Veganuary by offering promotions, giveaways, and special menu items while creating specialized marketing campaigns for plant-based products.
Reflecting on the success of the 2023 campaign, Veganuary’s US Director Wendy Matthews says: “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. 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-judgmental way for businesses and individuals alike to explore a transition towards plant-based.”
Launching its first month-long vegan pledge in the UK in January 2014, Veganuary has been increasing its global reach for several years, opening offices in the US, Germany, and Chile in 2019; Argentina and Brazil in 2020; and India in 2021. Official Veganuary campaigns also take place in Italy, France, Switzerland, South Africa, Australia, Singapore, and Mexico in collaboration with local organizations. Veganuary’s five-year strategy envisions the campaign expanding into ten more countries by 2027.
*All figures, unless otherwise stated, are from YouGov Plc. The total sample size was 2612 adults. Fieldwork was undertaken between January 13 – 18, 2023. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).
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, the 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 1,540 new vegan products and menu items.
Veganuary is free to join, and people can sign-up at veganuary.com 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.