U.S. takes the lead in Veganuary sign-ups worldwide, global campaign receives most participants in history

Veganuary amasses more than 600,000 global pledges in 2022 

(United States – January 25, 2022) – Veganuary, a global organization encouraging people to try vegan in January and beyond, has hit a groundbreaking landmark with more than 600,000 people officially taking part in 2022, surpassing last year’s total of 580,000 participants. Sign-ups will remain strong through the end of January and are on track to hit 625,000 before the month is through. 

In only its third year in the United States, more people have signed up to take part in the month-long challenge than in any other of the over 200 participating countries and territories worldwide. The movement was launched in the United Kingdom in 2014 and to date has received more than 2 million participants, growth supported by its continued international expansion this year as India joined the US, UK, Germany, Chile, Brazil, and Argentina as campaign hubs. In the United States, states with the most sign-ups in 2022 so far include California, Florida, Texas, New York, and Georgia.  

“It’s great to see Americans embracing Veganuary in a big way!” said Wendy Matthews, US Director of Veganuary. “As people become more informed about the impact our food choices have on the planet, our health, and animals, I predict interest in veganism will continue to rise exponentially both at the consumer and corporate levels.” 

The campaign’s increasing momentum in the United States reflects data from a recent survey* conducted by YouGov that indicates that nearly one-third (32%) of Americans plan to eat more plant-based/vegan foods in 2022. The survey also indicates that 30% of Americans say their perceptions of a plant-based/vegan diet have changed for the better in the last two years, since Veganuary’s initial launch in the United States. 

Veganuary first-time participant Wendy, 50, from Milwaukee, said of the campaign, “My daughter and son-in-law have been vegan for a little over a year. They are constantly sharing photos and recipes for their beautiful meals, and they inspired me to give Veganuary a try. So far, I’ve eaten easy to make, satisfying meals, dropped 11 pounds, and my cholesterol has decreased by 36 points.” 

The Veganuary campaign has received massive support in 2022 from more than 200 restaurants, retailers, and brands nationwide launching promotions, specials, and products to encourage people to try vegan options. Popular chains like Mellow Mushroom, Pokeworks, Insomnia Cookies, Just Salad, Blue Sushi Sake Grill, Fresh Brothers, Veggie Grill, and more launched new plant-based menu items for Veganuary 2022. In addition to new product and menu launches and clever marketing campaigns, over 75 businesses around the globe, like Aveda, The Mill, PLNT Burger, and Papa John’s, are electing to bring Veganuary into the office via the Veganuary Workplace Challenge, which encourages colleagues to take the 31-day vegan pledge as a team. 

The campaign has been given a huge boost this year by celebrity support from Venus Williams, Jane Goodall, Bryan Adams, Mayim Bialik, NYC Mayor Eric Adams, Los Angeles Laker DeAndre Jordan, and more. Oscar-nominated actor James Cromwell – star of Netflix’s Succession – also joined the campaign this year as the voice of Bigfoot in Veganuary’s 2022 ad, which streamed on HULU and NBCU channels in select cities across the US.   

>>> View and download celebrity images, quotes, and recipes here 

>>> View the ad here 

>>> View and download still shots here 

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 more than 2 million people have taken the 31-day plant-based pledge to help the planet, reduce animal suffering, and to benefit people, too. This New Year’s revolution has also been embraced by businesses, with restaurants, retailers, and brands around the world launching and promoting new vegan products and menu items for January. 


Jessie Lingenfelter 
Veganuary US Media 
[email protected]  

Notes: *All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 1296 adults. Fieldwork was undertaken between 8th – 9th December 2021.  The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+). 

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