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 ACTOR: Since the campaign started, more 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 ANIMALS** 103,840 METRIC TONS 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 400,000 38% MEDIA STORIES SIGNED UP FOR 72% PARTICIPANTS 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 countries took part in Veganuary Reasons for taking 72% of Veganuary of the most renowned media in the 2020 by signing up and taking the part in 2020: 38% participants who reported world covered our stories, such as the pledge, an increase of 60% vs 2019. Health, 37% Animals, they had maintained a Sunday print edition of The New York That means we had Veganuary 18% Environment vegan diet throughout Times, Frankfurter Allgemeine Zeitung, participants in every country in the January said they now plan Wall Street Journal, CNN Chile, world but three! to stay vegan The Guardian, BBC, Forbes, The Washington Post and we were featured on the cover of The Times 60% and New Scientist 98% 93% EASIER THAN EXPECTED WOULD RECOMMEND 60% of participants we surveyed 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 1 MILLION of participants surveyed and 48% of those who decided to aren’t committing to stay vegan From Feb 2019 to Jan 2020 in 2020 said they would stay vegan say this decision was after Veganuary said they were the Eating Out section on recommend Veganuary influenced by the discovery of great- ‘somewhat likely’, ‘very likely’ or veganuary.com, including to others tasting food ‘extremely likely’ to try veganism 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 68% FEMALE and 32% MALE gave up animal products KANTAR DATA in January 2019 68% 32% RECENT KANTAR DATA 1.31M SHOWS THE FULL IMPACT PEOPLE OF THE ‘VEGANUARY EFFECT’ Age of Individuals — average age 41 YEARS OLD gave up animal products 35% WITH 4.7% OF THE TOTAL in the UK in January 2019 - that’s 32% 32% UK POPULATION GIVING UP 4.7% of the total UK population 30% ANIMAL PRODUCTS + 10 times the number of UK 25% sign ups through the Veganuary 20% IN JANUARY 2019 website. 15% 13% 10% 10% 7% 4% 5% 2% 0% 832K <10 10-14 15-19 20-29 30-44 45-64 65+ (64%) PEOPLE OVERALL REASONS + MOTIVATIONS FOR GIVING UP 832k (64%) people actively 366K ANIMAL PRODUCTS IN JANUARY gave up animal products for PEOPLE the first time - that’s did so specifically as part 64% of total participants of Veganuary -more than giving veganism a go for TRIPLE the number of UK sign the first time! ups through the Veganuary website. 55% to be 49% concern 30% for 28% as part healthier for animal environmental of Veganuary Source: Kantar, FMCG panel, Veganuary LinkQ – July 2019 welfare reasons 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 BY ORDER 1. United Kingdom 6. Mexico 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. Sweden Veganuary Press Pack 2021 Page 8 2020 CAMPAIGN STATS GENDER REASONS FOR PARTICIPATING 7% 83% 15% 37% 38% 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% 51% <1% 0% 30% Omnivore 13-17 18-24 25-34 35-44 45-54 55-64 65-74 75+ Vegan Source: Pledge Emal Series, 2020 Analysis Vegetarian 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, “Do you have a sense that you’d like to switch ACTOR: “I recently became a mother. When I think of 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? participants can take advantage will be an online ad airing between everyone to try vegan in January of.