The society reflects on the growth of veganism over the last 80 years, with new data highlighting that younger generations are pushing the movement forward.
This November, World Vegan Month takes on even greater significance as The Vegan Society, the world’s oldest vegan charity, celebrates its 80th anniversary. Founded in 1944, the society emerged when Donald Watson called a meeting with five other non-dairy vegetarians, to discuss non-dairy vegetarian diets and lifestyles. Though many held similar views at the time, these six pioneers were the first to actively found a new movement.
Feeling that a new word was required to describe them; something more concise than ‘non-dairy vegetarians’, the newly formed society coined the term “vegan” — a word that has come to mark a flourishing movement worldwide. Today, veganism is recognised as a protected philosophical belief in the UK, and vegan options can be found in every sector, from supermarkets and restaurants to fashion and cosmetics.
As part of its historic 80th anniversary, The Vegan Society has unveiled new data highlighting the steady growth of veganism and plant-based diets in the UK, with younger generations at the forefront.
According to a large survey carried out by Ipsos, 3%1 of respondents now identify as following a vegan or plant-based2 diet, translating to approximately 2 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, signaling a strong momentum for continued growth in plant-based living. The survey also revealed that 10% of people in the UK now follow diets that 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.
To celebrate the past and look forward to the future, The Vegan Society is launching an exciting new virtual reality campaign later this month: The Future is Vegan. This initiative aims to create a positive visualisation 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. This is an innovative new campaign, where users are guided by an AI-created avatar of Vegan Society co-founder Donald Watson as he shows them around the world, giving them the opportunity to learn about what would happen to formerly farmed animals; how we might be able to use freed-up land; why we could expect to see less river pollution and much more wildlife in our fields in a vegan future.
Claire Ogley, Head of Campaigns, Policy, and Research at The Vegan Society, expressed her excitement about the campaign and anniversary, saying:
“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.”
As World Vegan Month unfolds, The Vegan Society encourages people from all walks of life to consider the benefits of a vegan lifestyle, offering resources, recipes, and support to make the journey easier. Why not try our delicious 80th anniversary chocolate, orange and ginger cake to celebrate. You can also support The Vegan Society's work by joining us as a member. You'll be able to access the many member benefits, including; over 100 discounts, nutritional guidance at your fingertips, a quarterly magazine, The Vegan and more! Membership is free to people under the age of 26.
Sources:
1. From a nationally representative survey conducted by Ipsos on behalf of The Vegan Society comprising 7125 people, aged 16+ between August and October 2024.
2. The definition of plant-based in this survey given to participants was: “I have a plant-based diet - My diet is based primarily on plant foods, and I only occasionally eat animal products.”
