Why Veganuary Is Still Relevant

This year, the Veganuary campaign, urging people to go vegan for the month of January, turns 12. Throughout its lifespan, the campaign has encouraged millions of people (it estimates that 25.8 million people globally tried Veganuary in 2025) to try plant-based eating for a month. But with backlash against veganism on the rise, how relevant is Veganuary in 2026?

By Sascha Camilli: writer, speaker, activist, and vegan fashion expert. 

This year, the charity estimates that one in ten UK adults will go vegan for the month of January. There are local Veganuary chapters in 20 countries. But there is no denying that recently, veganism has taken a hit. From the rise of carnivore diet influencers to the recent wave of plant-based restaurants either closing or adding meat to the menu, the boom of vegan living seems to have slowed. But supporters of the movement argue that veganism is moving into the mainstream, rather than declining. Much like Dry January, the Veganuary campaign is now a January mainstay, rather than a novelty. "In a time of misinformation, social media misrule and clickbait, it pays to question what you read",  writes PETA's Dawn Carr in the Express. Demand for ethically aligned, health-forward choices remains strong, and while compassionate consumers may be more discerning, they’re not going anywhere.

We are still very much in a climate crisis.

Unfortunately, the rapid pace with which climate change is advancing has not changed  - if anything, it's gotten worse. Greenhouse gas emissions, global pollution, and deforestation are all advancing, at a rate that is set to bring about devastating consequences. It's easy to feel powerless in the face of a monumental problem like the climate crisis, but individual action, when taken by large numbers of people, can make a difference. Choosing a plant-based diet is still one of the biggest steps an individual can take to reduce their environmental footprint.

Animals are dying - at an increased rate.

Veganism is an ethical standpoint against cruelty to animals, and compassion towards our fellow beings is more urgent than ever as more animals are being killed now than ever before. A staggering 92 billion land animals die for the food system annually, with the numbers rising to the trillions for marine animals. Around 90% of the land animals we eat live on factory farms, where they face extreme confinement, painful mutilations, risk of disease, and a premature death. They are made to grow faster than their bodies can handle, are separated from their young, and rarely get to experience anything that makes life worth living to them. For most vegans, ending their suffering is the primary motivation to taking animal-derived foods off their grocery shopping lists for good. And the issue has never been as pressing as it is today.

Trying vegan is easier than ever.

Luckily, those who go vegan today don't have to drag themselves to a health shop for powdered soy milk that has to be mixed with water. Vegan options today are abundant,  plentiful and delicious - but even if supermarket shelves are overflowing with anything from soy burgers and meat-free sausage rolls to plant-based ice cream, the basics of vegan food are the evergreens we've always had: vegetables, fruit, whole grains, legumes, nuts and seeds. The key to going vegan has been under our nose all along - today we just have some extra help in the form of Beyond burgers, Juicy Marbles and dairy-free Ben & Jerry's.

The stigma around veganism is disappearing - in part thanks to Veganuary.

These days, most people know someone who's vegan. Most restaurants on the high street not only know what "vegan" means but have a menu to cater to us. Vegan athletes are winning medals and championships. Even though there are still hurdles ahead, veganism is far from its "granola hippie" days. Thanks to celebs like Joaquin Phoenix and Billie Eilish popularising the lifestyle, vegans are no longer seen as niche and outlandish - which, in turn, paves the way for more vegan options and easier access to kind choices.

Vegan living is just about aligning your lifestyle with your values.

You're probably vegan already, regardless of what's on your plate. That's right - no matter what you eat, the beliefs behind veganism are likely to be ones you share. Going vegan is just about joining up the two. That's why Veganuary's new campaign, "New Year, Same You", calls to all of us to find the values that drive us: kindness, compassion, respect. CEO Wendy Matthews says: “Veganuary has never been about being perfect and you don’t need to reinvent yourself to take part. Most people already love animals, care about their health and are thinking about how to live more lightly on the planet. This January, we’re here to help you make small shifts that reflect what you already care about most. It’s less about changing and more about returning to who you already are.”

By Sascha Camilli

About Sascha

Sascha Camilli is a vegan writer, speaker and activist. Her book Vegan Style is out now on Murdoch Books. For more about Sascha, you can read our interview with her or sign up to her newsletter Kind of Wild. 

Cover image by Hermes Rivera. Second photo by Monika Kubala. Final photo by Bakd&Raw by Karolin Baitinger. All via Unsplash.

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