Celebrating 80 years of The Vegan Society
The Vegan Society has published a new set of data trends to mark its 80th anniversary, with figures confirming that ‘younger generations are pushing the movement forward’.
As part of its historic anniversary, marked during World Vegan Month, the world’s oldest vegan charity commissioned Ipsos Mori to conduct a nationally representative survey comprising 7,125 people aged 16-plus, with data gathered between August-October 2024. Their findings confirmed that younger generations are ‘at the forefront’ of the UK’s steady growth in veganism and plant-based living.
According to the poll 3% of respondents now identify as vegan or followers of a plant-based diet, equating to approximately two million people in the UK. “Younger age groups, particularly those aged 16-44, are leading this shift, being twice as likely to identify as vegan compared to older generations, signalling a strong momentum for continued growth in plant-based living,” notes the research.
Further, the survey revealed that 10% of UK residents now follow diets which ‘reduce or eliminate animal products in some way, whether vegetarian, pescetarian, or plant-based, reflecting a broad, collective movement toward more mindful and sustainable eating habits’.
A brief history
The Vegan Society was founded in 1944 when activist Donald Watson called a meeting with five other non-dairy vegetarians. Their discussions led to the six pioneers establishing a new movement, to give a formal platform to the many others who shared their philosophy. The word ‘vegan’ was settled on as a more concise term for a non-dairy vegetarian, and today the word has become a protected philosophical belief in the UK.
In celebration of the past and in anticipation of the future, The Vegan Society has launched a new virtual reality campaign called The Future is Vegan. The initiative aims to create ‘a positive visualization of a vegan world in order to show people the benefits they could expect to see in terms of animal rights, the climate, biodiversity, land use and human health’. Users are guided by an AI-created avatar of Watson as he demonstrates how a vegan future would positively impact the world in terms of formerly-farmed animals, freed-up land, healthier rivers and increased wildlife.
Claire Ogley, head of campaigns, policy and research at The Vegan Society, comments: “Eighty years ago veganism was a bold vision shared by a handful of people who believed in a more compassionate way of living. Today, millions in the UK are embracing plant-based diets, with this shift being led primarily by younger generations. We see a future where veganism is a part of everyday life and we’re proud to lead the way, inspiring a future that is sustainable, ethical, and vegan.”
By Rosie Greenaway, editor