‘I couldn’t live any other way now,” says Matthew Glover. “I can’t unknow what I know.” Glover decided to turn vegan nearly 13 years ago after stumbling across a video documenting cruelty in the egg and dairy industries. That video changed his life – and led to the phenomenon that is Veganuary.
Veganuary, which encourages people to eat a plant-based diet for the month of January, kicked off its 10th campaign on Monday. It was co-founded by Glover and his wife, Jane Land, who were inspired by the success of the annual men’s health campaign Movember. The idea was to promote veganism in a “nonjudgmental and fun” way; that first year, 3,300 people signed up. Last year, more than 700,000 made the pledge. Many more have taken part informally – YouGov surveys in 2023 found that 4% of UK respondents had participated in Veganuary for at least part of the month, rising to 7% in the US and 9% in Germany.
