Veganuary and Digital Dietary Change: A Case Study of a Global Plant-Based Campaign

Abstract

Digital platforms influence food choices through large-scale communication and interaction. This case study examines Veganuary. It is a global digital campaign that encourages individuals to adopt a vegan diet for the month of January. Since its launch in 2014, Veganuary has expanded rapidly, engaging millions worldwide through social media, influencer promotion, and structured digital support systems. The case explains how Veganuary helps people change their diets through social support, motivation, and online guidance. Case findings indicate that participation leads to reduced meat consumption, increased awareness of plant-based diets, and partial long-term adoption. In addition to influencing individual behavior, the campaign has attracted high market responses i . e ., increased demand for plant-based products and industry innovation. Veganuary aligns with global recommendations for plant-rich diets that reduce environmental impact. However, its long-term effectiveness depends on sustained behavior change, accessibility, and integration with broader policy and education systems.