Veganuary started a few years ago in the U.K. with the aim to challenge people to cut out meat and become vegan for the month of January. The movement is led by the British Veganuary charity and has been growing in popularity among young consumers in Western Europe over the years. It is now a global event, with people from across the world participating in the challenge—and with Billie Eilish being last year’s ambassador for the cause, the movement got cooler, too. In Western Europe, brands have been using the month to launch new vegan products, and publicize their meat-free efforts. Starbucks launched five new vegan menu items this Jan, including a plant-based breakfast wrap, and Subway added a new plant-based “steak” sub to their offerings, just to name a few. While Veganuary doesn’t tell the whole story about young consumers’ relationship with veganism, it is clearly being used by brands who want to appeal to young Europeans’ dietary habits. And though experts are saying Veganuary could be a big...
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