The bossiness of veganuary

Only 2% of Brits are vegan. That means that the other 98% are in the sights of supranational organisations, food manufacturers, animal activists, do-gooders and lazy (yes, press release-regurgitating lazy) journalists bossily pushing Veganuary down our throats.

Why they think that a month-long monk-like abstinence from steak and bacon will tempt us into following this miserable and unnatural diet for the rest of the year, I don’t know. But they do keep trying, every single year.

Veganuary is credited with encouraging a reduction in eating meat and animal products, and the trend known as ‘flexitarianism’, which is predominantly a vegan diet with a little bit of meat too. Or another way of putting it is, you get to sound virtuous while still eating a sausage roll whenever you like.

I’ve written about veganism before as well as the complete opposite - killing and eating my own meat - so I don’t wish to repeat myself, but Veganuary is on annual repeat after all. I don’t mind the articles and Tiktok recipes - I don’t have to read or watch them - but I do mind the added bossiness this year.

I was extremely surprised that 2024 was ushered in with an email from Southern Railway asking me to try Veganuary, a new exercise regime and to be environmentally conscious. Since when did a train company care about my diet and exercise? When the trains are on schedule and represent value for money, then - and only then - do I want any form of advice from a rail company.

Occasionally, the Veganuary campaign works. According to Yougov, one in eight 18-24 year old Brits plan to try veganism this January. And some may stick with it. Rachel Dixon wrote for the Guardian about going year-round vegan after trying Veganuary for three years. Maybe it’s the Friar Tuck fringe, or the way she clutches beetroots to her chest, but something about this portrait for the Guardian very accurately conveys the almost religious gleaming-faced fervour of the vegan convert. I’m still not convinced.