VEGANUARY PRESS PACK 2021 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE WAS ...
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Veganuary Press Pack 2021 VEGANUARY PRESS PACK 2021 IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING ‘I WISH THERE WAS SOMETHING I COULD DO’– YOU CAN. RIGHT NOW. SIGN UP TO TRY VEGAN THIS JANUARY. Joaquin Phoenix
Veganuary Press Pack 2021 Page 2
ABOUT VEGANUARY
WELCOME TO VEGANUARY!
Launched in the UK in January Participants sign up at
2014, Veganuary is a non-profit veganuary.com/en-us/try-vegan
organization that encourages They’re then supported to try vegan
people to try vegan for January through a series of emails, social
and beyond. Veganuary is focused media content, membership of a
on changing consumer behaviors Facebook support group, and a
and attitudes, while providing all the website full of helpful resources
information and practical support like recipes, a starter kit and meal
required to make the transition to plans. Veganuary is more than a
veganism as easy and as enjoyable pledge: we also support brands,
ALEC BALDWIN,
as possible through the month. manufacturers and retailers to
Since the campaign started, more
ACTOR:
expand their plant-based options.
than one million people have Last year, more than 600 businesses “During the pandemic, we have cooked all
our meals at home and have moved to a
registered to try vegan, although took part in Veganuary, while more
completely plant-based diet in this house.
data suggests that ten times more than 1200 plant-based products When you prepare your own food, it’s
people actually participate and try and menus were launched including interesting how your tastes change. And any
animal products become less appetizing
vegan in January each year. Gregg’s vegan steak bake, Pizza when you prepare them, from start to finish,
Hut’s Pepperphoni Pizza, KFC’s yourself.”
Zero Chicken burger and Subway’s
Meatless Meatball Marinara.
Veganuary Press Pack 2021 Page 3
WHAT IMPACT HAVE
VEGANUARY’S ONE MILLION
PAST PARTICIPANTS HAD BY
EATING VEGAN FOR 31 DAYS?
1.6 MILLION GALLONS
OF WATER SAVED
the same as flushing the toilet
Data provided by Dr. Helen Harwatt from almost half a million times
Harvard University’s Animal Law and Policy Program*
405 METRIC TONS OF
PO43-EQ (EUTROPHICATION)
SAVED
ALSO SPARED
the same as 1,645 metric tons of
sewage spared from waterways THE LIVES
OF 3.4 MILLION
103,840 METRIC TONS
ANIMALS**
OF CO2EQ SAVED **according to the
Vegan Society’s calculator
equivalent to driving around
the world almost 15,000 times
*Based on calculations extrapolated
from Poore & Nemecek (2018) Science
http://science.sciencemag.org/content/360/6392/987/
Veganuary Press Pack 2021 Page 4
2020 VEGANUARY RESULTS
CAMPAIGN FACTS & FIGURES
1370
72% 400,000 38% MEDIA STORIES
PARTICIPANTS SIGNED UP FOR We were featured in mainstream
STAYING VEGAN HEALTH REASONS media every single day during the
More than 400,000 people from 192
main campaign period and many
72% of Veganuary countries took part in Veganuary Reasons for taking
of the most renowned media in the
participants who reported 2020 by signing up and taking the part in 2020: 38%
world covered our stories, such as the
they had maintained a pledge, an increase of 60% vs 2019. Health, 37% Animals,
Sunday print edition of The New York
vegan diet throughout That means we had Veganuary 18% Environment
Times, Frankfurter Allgemeine Zeitung,
January said they now plan participants in every country in the
Wall Street Journal, CNN Chile,
to stay vegan world but three!
The Guardian, BBC, Forbes,
60%
The Washington Post and we were
featured on the cover of The Times
and New Scientist
98%
WOULD RECOMMEND
93% EASIER THAN EXPECTED
60% of participants we surveyed
1 MILLION
LIKELY TO TRY VEGAN AGAIN told us the Veganuary challenge
Veganuary is enjoyable. 98% 93% of those participants who was easier than they had anticipated
of participants surveyed aren’t committing to stay vegan and 48% of those who decided to
From Feb 2019 to Jan 2020
in 2020 said they would after Veganuary said they were stay vegan say this decision was
the Eating Out section on
recommend Veganuary ‘somewhat likely’, ‘very likely’ or influenced by the discovery of great-
veganuary.com, including
to others ‘extremely likely’ to try veganism tasting food
the Special Offers and
again in the future, showing plant- Restaurant pages, received
based demand remains on an over 1 million visitors
upward trajectory
Source: Veganuary 2020 Participant Survey
Veganuary Press Pack 2021 Page 5
KANTAR DATA
68% FEMALE and 32% MALE gave up animal products
in January 2019
68% 32%
RECENT KANTAR DATA
SHOWS THE FULL IMPACT
1.31MPEOPLE
OF THE ‘VEGANUARY EFFECT’ Age of Individuals — average age 41 YEARS OLD
WITH 4.7% OF THE TOTAL gave up animal products
in the UK in January 2019 - that’s
35%
32% 32%
UK POPULATION GIVING UP 4.7% of the total UK population 30%
ANIMAL PRODUCTS + 10 times the number of UK
sign ups through the Veganuary
25%
IN JANUARY 2019 website.
20%
15% 13%
10%
10% 7%
4%
5%
2%
832K
0%
Veganuary Press Pack 2021 Page 6
VEGANUARY’S POWER ON SOCIAL MEDIA
FACEBOOK INSTAGRAM TWITTER
Audience Audience Audience
311K Likes 325K Followers 59.1K Followers
(48% increase from Jan 2018) (106% increase from April 2019)
85% Female 82% Female Total growth in January
13% Male 18% Male 4,687 new followers
3.5M impressions
Total growth over Dec/Jan Total growth over Dec/Jan:
57K new followers in 133,750
Dec ‘19 - Jan ‘20
We successfully launched official
We successfully launched official Instagram pages for Germany and
Facebook pages for Germany and Latin America
Latin America
Figures are combined statistics from our UK, German and Latin American social accounts.
Veganuary Press Pack 2021 Page 7
2020 CAMPAIGN STATS
SIGN UPS PER YEAR OUR TOP 10 VEGANUARY COUNTRIES 2020
400,350
400,000
300,000
250,310
200,000
168,500
100,000
59,500 1. United Kingdom 6. Mexico
BY ORDER
2. United States of America 7. Italy
23,000 OF SIGN-UPS
3,300 12,800
3. Germany 8. South Africa
0 4. Chile 9. Australia
2014 2015 2016 2017 2018 2019 2020 5. Argentina 10. SwedenVeganuary Press Pack 2021 Page 8
2020 CAMPAIGN STATS
GENDER REASONS FOR PARTICIPATING
7%
83% 15% 38%
37%
Animals
Environment
18% Health
AGE RANGE
Other
35%
30% 29%
DIET BEFORE VEGANUARY
25%
21%
20%
20% 17%
15% 19%
10% 7%
5% 3% 2%Veganuary Press Pack 2021 Page 9
WHO’S SUPPORTING VEGANUARY 2021
KUNTAL JOISHER,
ALICIA SILVERSTONE, MOUNTAINEER
ACTOR: WEIRD AL,
SINGER-SONGWRITER: “I have never eaten meat in my entire life and
turned vegan 17 years ago. I was successfully
“Despite all of our recycling, energy-saving,
able to build top of the world level muscle and
and water conservation (all of which are “If you’ve been thinking about trying a vegan
endurance and not only survive but thrive in
great), most people still don’t know that they diet, and you love the month of January,
the -50C temperatures on top of Everest, not
can have the greatest impact on our precious then how on God’s green earth could you
just once, but twice! Goes to show that no
Planet Earth by adopting a plant-based diet.” possibly resist a ridiculous portmanteau like
animal needs to suffer or die for our dreams to
‘Veganuary’?”
come true.”
DANIELLA MONET, ACTOR
AND SINGER: MAYIM BIALIK, ACTOR: EMILY DESCHANEL,
“I recently became a mother. When I think of
“Do you have a sense that you’d like to switch ACTOR:
to a healthier, cleaner, kinder diet, but need
dairy, I can’t help but think of the mother cow
more information? Ask questions, try things, “Going vegan helps the environment, the
and the relationship she’ll never have with her
do research, and make decisions based on animals, and your health. It’s a win win win!
baby. We can put an end to this cruelty, and it
facts, but don’t discount your feelings either. There’s really nothing to lose! I encourage
starts with not buying dairy.”
Veganuary is a great place to start exploring!” everyone to try Veganuary this year.”Veganuary Press Pack 2021 Page 10
KEY 2021 CAMPAIGN HIGHLIGHTS
WHO WILL PARTICIPATE? people making the transition at the as issuing press releases, to show work in India in collaboration with
same time, or who have already who’s supporting our campaign groups there in a bid to urgently
We expect over 500,000 people done Veganuary in previous years. this year and all of the exciting tackle the global threat of animal
from across the world to take part. We work hard to ensure that new products and menus being farming. We will also be partnering
there are as many retailer special launched for Veganuary. with like-minded NGOs
HOW DOES VEGANUARY offers as possible that Veganuary The highlight of our 2021 campaign around the world to enable
SUPPORT PLEDGE participants can take advantage will be an online ad airing between everyone to try vegan in January
PARTICIPANTS?
of. We love a bargain! Christmas and January 1st. It’s with our support.
Veganuary helps people learn how And most importantly, the pledge a fun and funny video featuring Catastrophic climate breakdown
to go vegan. We do this by providing and all our support is totally free. one of TikTok’s biggest stars that and global pandemics could not
support through a structured All you need is an internet encapsulates the essence of be more serious, but they are not
1-month pledge. connection. Veganuary. We know it’s going to inevitable. If we all act now, the
All pledge participants get a free be a viral sensation! future can be better. So, we’re
WHEN DOES THE VEGANUARY
celebrity e-cookook and the Official Another exciting development for going into 2021 with positivity and
2021 CAMPAIGN LAUNCH?
Veganuary Starter Kit as well as daily 2021 is our continued international a determination to do all we can to
recipes, nutrition, meal plans, tips The campaign launches on 1st expansion. New Veganuary protect our planet, its wild spaces
on eating out and ongoing support December 2020. campaigns will be launched in and the health and wellbeing of all
through a 31-day email series during Between the launch and the end of Argentina and Brazil, we’ll be its inhabitants. To do that, we must
their pledge month. January we’ll be releasing exciting partnering with an organization in change our diets. Veganuary exists
We have a great Facebook group new content through our website France to launch our first French to help make this change as easy
with a supportive community full of and social media channels, as well pledge and we’re expanding our as possible.Veganuary Press Pack 2021 Page 11 HOW TO CONTACT US We’ll be issuing regular news releases as the campaign progresses throughout December and January. To be added to our press list please email your details to: usmedia@veganuary.com. For urgent press enquiries please ring 213-814-8645. You are welcome to use our brand assets when writing about Veganuary, provided that you follow our brand guidelines. Both are available here. All of the celebrity photos in this press pack can be downloaded directly, just click on the photo.
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