Understanding Veganuary – and why millions of people are taking part
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Every January, millions of people around the world pledge to try a vegan lifestyle for the month. What began as a simple idea has grown into a global movement known as Veganuary - one that sits at the intersection of climate action, animal welfare and healthier living.
To understand why Veganuary matters, it’s important to look at the impact of the animal agriculture industry on our planet.
Why is animal agriculture so damaging to our environment?
Animal agriculture is one of the biggest drivers of environmental damage worldwide. According to the UN’s Food and Agriculture Organization (FAO), livestock farming is responsible for around 14.5% of global greenhouse gas emissions. These emissions come from methane produced by animals, nitrous oxide from manure and fertilisers and carbon dioxide from deforestation.
Land use is another major issue. Around 77% of global agricultural land is used for livestock grazing or growing animal feed, yet this system provides only about 18% of the world’s calories. Vast areas of forest, particularly in the Amazon, are cleared to make way for cattle ranching and soy production for animal feed, accelerating biodiversity loss and climate breakdown.
Water consumption is also staggering. Producing animal products requires significantly more water than plant-based foods. For example, producing beef can require up to 15,000 litres of water per kilogram, compared to a fraction of that for most plant proteins. Runoff from intensive farms also pollutes rivers and oceans, contributing to dead zones and ecosystem collapse.
The growth of Veganuary
Veganuary was officially launched in January 2014 by Matthew Glover and Jane Land. Their concept was straightforward to encourage people to try veganism for 31 days - supported by recipes, emails and a sense of community. There was no pressure to be perfect, just an invitation to try something new.
In its first year, around 3,300 people signed up. As awareness of climate change, animal welfare and health grew, Veganuary tapped into a collective desire for meaningful action. Participation exploded year on year, reaching millions of people across more than 200 countries by the early 2020s.
Crucially, Veganuary didn’t just change individual habits, it influenced the mainstream. Supermarkets, restaurants and global brands began launching vegan products and menus every January. Many of these stuck around long after the month ended, permanently expanding plant-based options and normalising vegan food.
Veganuary proved that when people are given the tools, support and inspiration they need, large-scale change can happen quickly.
Veganism goes beyond food
Although Veganuary often focuses on what we eat, veganism is about more than food alone. At its core, it’s about reducing harm to animals and the planet wherever possible, including in the energy we use.
That’s where we come in.
Ecotricity is proud to be a vegan company, certified by both The Vegan Society and Viva! We believe that green energy should be genuinely ethical from top to bottom. Our electricity is generated from the sun and the wind - not animals. We don’t use animal by-products in our operations, and we actively challenge systems that harm the environment and wildlife.
That means we offer vegan energy - energy that aligns with the values behind Veganuary. By choosing cruelty-free, vegan energy, customers can cut carbon emissions and avoid supporting animal exploitation, all while powering their homes sustainably.
Veganuary is about discovering how good plant-based living can be - for animals, for the climate and for ourselves. Whether it’s switching what’s on your plate or choosing vegan energy to power your home, every change matters. Together, those choices help build a future that’s kinder, cleaner and more sustainable.
Want to do your bit for the planet in other ways?
Why not switch to Ecotricity and we’ll use your bill money to build new sources of renewable energy and build a greener Britain.
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