Veganism and social media

This blog provides a brief overview of the influence of media and social media on Veganism and plant-based diets. As mentioned in my previous blogs, Veganism has evolved significantly over the past few decades, particularly with the advent of social media. Apart from those who have followed religious and spiritual diets for centuries, Veganism was officially introduced to the world in the early 1900s. This occurred when some members of the vegetarian society, who had already eliminated animal flesh and dairy from their diets, decided to establish the vegan society, marking the official recognition of Veganism as a distinct diet.

During that era, Veganism reached audiences through The Vegan journal and later through The Vegan Society community. Their ethical stance opposed the killing of animals, advocating for animal welfare and environmental preservation. However, Veganism also attracted broader audiences for other reasons, such as political opposition to capitalism and the industrial meat and dairy sectors. Activists, including revolutionaries, feminists, and punks in the 1970s and 1980s, adopted a vegan diet and lifestyle, avoiding animal products and embracing plant-based foods to support animal welfare. Some groups boycotted animal and dairy products, including leather and fur. At that time, Veganism was primarily seen as a moral and post-industrial movement. Meanwhile, industries and factories either opposed or adapted to these actions to some extent.

During a time when the World Wide Web was unfamiliar, veganism did not reach a broad audience. According to the Vegan Society, it primarily spread through mail and letters from readers corresponding with the magazine. In the 1970s and 1980s, activists included veganism in their slogans as part of their ethical manifestos advocating for freedom of speech and animal welfare. Although these groups were larger than earlier vegan communities, veganism was seen as a trend or movement against imperialism and capitalism, confined to these groups rather than the general public. Political consumerism among these groups did not represent true veganism, as veganism was considered an individual choice rather than the lifestyle it is today.

Nonetheless, at that time, conscious eating among activist groups had motivations beyond protesting capitalism, such as health and environmental concerns, though these were not as prominent as they are today. Additionally, veganism was rare and unpopular in families unless specific diets were required due to cultural or religious reasons. During that period, research on veganism often focused on gender differences and excluded punks, activists, and feminists. Meanwhile, veganism emerged as a stylish trend among affluent groups and was predominantly a choice among white individuals, though not as widespread in other races and countries, particularly outside the USA and Western nations. For certain groups, veganism was primarily about expressing a lifestyle and identity.

Meanwhile, further research has been conducted on prevalent 21st-century illnesses like diabetes, cardiovascular diseases, and obesity. Many health organizations and NGOs, including the Diabetic Association, recommend a 'plant-based' diet. In 2014, the Diabetic Society officially announced that a vegan diet positively impacts the health of individuals prone to or diagnosed with diabetes. This recommendation follows the dramatic rise in processed, refined, and fast foods, such as those from McDonald's and KFC, since the 20th century, leading to increased high-calorie intake and the aforementioned common illnesses.

Health experts noted it was remarkable to observe that industrial foods, such as processed foods, added oils, and animal products, accounted for 60% of all calories consumed, whereas fruits, vegetables, and legumes only comprised 9%.

A few decades ago, veganism was primarily associated with a specific group, including celebrities and affluent individuals, as it was considered an affordable choice. The concept of a vegan or plant-based diet was either unfamiliar to the general public or deemed unacceptable, as meals without meat were unexpected. At that time, red meat, pork, chicken, and dairy products were staples in households, with meat being linked to building masculinity and milk to bone growth. Consequently, living without meat and dairy was not anticipated and struggled to attract a wider audience, as plant-based diets were often criticised for lacking nutrients like protein and vitamins. During this period, if someone who was not a punk, a person of colour, a masculine man, or an athlete adopted a vegan diet, it would have been considered an unusual choice.

Meanwhile, the Vegan Society, established decades ago, has consistently advocated for the vegan diet as a healthy choice for both mental and physical well-being across all ages and backgrounds. The society has promoted veganism by detailing its benefits, including spiritual and animal rights reasons, in addition to health advantages. Concurrently, more research and studies have explored the health benefits of veganism, increasing public awareness and elevating the understanding of a plant-based diet.

According to the point of views of the Vegan Society in different countries started from the UK, veganism was a lifestyle rather than a diet. Also, more articles have been published about the disadvantages of eating meat and dairy on the environment. During this time, when experts from NASA announced climate change and its effects on our lives back in 1970s, a balanced diet and plant-based diet aimed towards sustainability, animal well fare, and the ecosystems. In terms of the affordability of vegan food, yet came as an expensive option which was heavily relied on the industries and government funds to make the vegan choices more affordable and available in the market.

Lastly, there's a discussion about the distinction between Veganism and a plant-based diet. A plant-based diet primarily aims to eliminate meat and dairy for health purposes. In contrast, a vegan diet is more of a lifestyle choice, focusing on the exclusion of all animal products, such as honey, leather, and fur, due to ethical considerations. Moreover, the vegan diet contributes more significantly to environmental causes, while plant-based eating mainly benefits personal health. Despite these differences, both approaches share the common goal of promoting a healthier life and a sustainable planet.

Furthermore, veganism serves multiple purposes and has been classified in some textbooks into ethical, environmental, or health-related categories. Reports indicate a rise in the availability of new plant-based food brands in the market, along with increased consumer adoption. It's notable that those who don't typically follow a plant-based diet are being introduced to a delicious and healthy array of plant-based foods. This appeals to meat eaters, flexitarians, and vegetarians, offering a healthier approach to individual diets, which is becoming increasingly popular.

Moreover, documentary films and movies addressing animal exploitation and its environmental impact from consuming meat and dairy have led viewers to consider plant-based diets as an ethical choice, highlighting direct effects on biodiversity and sustainability. Examples include Cowspiracy, Forks Over Knives, and Evacuated. Despite their differing messages, these films were compelling and inspiring. At some point, the influence of these movies was crucial in changing behaviors and beliefs about nature and human health. While the target audiences included both older and primarily younger generations, the significant impact on the latter, along with their positive attitudes towards Veganism, was notable. However, social media played an even larger role in promoting veganism and plant-based diets as part of an eco-friendly lifestyle.

Despite the differing production and broadcast times of these films—such as 'Forks over Knives' in 1980, 'Evacuated in 2011', 'What the Health' in 2017, and 'Cowspiracy' in 2014—the central theme was the detrimental effects of excessive animal and dairy product consumption by humans on the environment. Each film conveyed this same message:

"We will live in a better harmony with the planet if we change our diet from mat and dairy to a plant based one."

Eliminating meat and dairy from our diets allows us to live sustainably. The initial films, which reached a broader audience, primarily targeted middle-aged individuals and then the younger generation. Particularly, the younger generation embraced Veganism following the rise of social media, where discussions on sustainability became prevalent. During the 2010s, interest in vegan food and lifestyle had a cultural impact on the new generation, with more young people supporting Veganism.

Meanwhile, older individuals primarily adhered to a plant-based diet for health reasons, particularly those with underlying conditions like diabetes and cardiovascular diseases, especially before the rise of social media streaming. During this period, NGOs such as PETA and Greenpeace campaigned against industrial food companies for using animal products and dairy due to ethical concerns. However, with the advent of Netflix and other TV streaming platforms, particularly since 2013 when challenges like Veganuary and Meatless October became common, and campaigns such as the 28-day vegan diet challenge gained traction in many countries, including the UK and Germany, there was a shift. Over the past five years, many have followed vegan pages, perceiving it as more mainstream on social media platforms like Twitter, Facebook, and Instagram. These followers included both vegans and non-vegans. Interestingly, non-vegans participated in the challenges and expressed interest in potentially transitioning to a meat and dairy-free diet in the future.

In recent years, major supermarket chains have begun stocking their shelves with vegan products, such as vegan cheese, vegan sausages, and plant-based milk. In 2014, when the Diabetic Society announced that a plant-based diet positively affects diabetes and that diabetics could manage their condition with such a diet, the health benefits of vegan food became more apparent, especially for those with medical conditions like pregnancy and obesity. Furthermore, additional studies have shown that a plant-based diet can help control and reduce the risk of cardiovascular diseases, IBS, and breast cancer. As Health NGOs and Health Societies introduced the nutritional benefits of plant-based food as a healthy dietary option, more people became aware of vegan diets and lifestyles. Data indicates that increased farmland and livestock for meat and dairy consumption significantly contribute to carbon footprints, impacting climate change. Thus, a plant-based diet is increasingly seen as a way to decrease carbon footprints and deforestation. In recent years, the media and campaigners have played a crucial role in highlighting the climate crisis and its urgency.

The rise of food TV channels in recent years and food programs about eating plant-based food increased while vegan food was introduced by many chefs on the plates. Social media users, food bloggers, and influencers of vegan food and healthy eating with a broader range of vegan recipes gathered more significant audiences with different causes to practice a vegan diet.

In recent years, the climate crisis has prompted serious discussions about the planet's future. One effective way to positively impact this crisis is by adopting a healthy diet free from meat and dairy products. Embracing veganism contributes to addressing climate issues, promoting a sustainable lifestyle, and preserving biodiversity. Consequently, the increasing adoption of a vegan diet will decrease the consumption of meat and dairy products, resulting in a smaller carbon footprint. Plant-based foods reduce meat consumption, minimize the destruction of land for livestock, decrease transportation needs due to reduced imports and exports of meat and dairy, lower water usage for farming and livestock, and help prevent overfishing, thus preserving ocean biodiversity. In recent years, the message of veganism has expanded across both traditional media and social media, aiming to cut carbon emissions and address climate change, a central concern for nations. Each year, the United Nations Climate Change Conference, initiated in 1995, addresses various climate crisis issues and develops strategies to reduce greenhouse gas emissions.

The target is to achieve 1.5 C degrees by 2050 for most countries including the UK.

For instance, Africa accounts for 4% of global greenhouse gas emissions. The promotion of conscious support for the climate crisis is essential. Additionally, the recent COVID-19 pandemic has demonstrated that misconceptions about non-human animals can negatively impact our health and the environment. Since Veganuary's launch in 2014, which encouraged participants worldwide to try a vegan diet for a month, there has been an increase in veganism as both a diet and lifestyle. This movement has been embraced and praised by many organizations and NGOs, helping to raise awareness about the environmental impact of a vegan diet on the planet.

Introducing the vegan diet and veganism as a healthy lifestyle was the main message while the esensce of the message in the challenge was the fun part to change the perspective of a plain vegetable dish into an attractive and gourmet dish. The Veganuary month received a lot of reviews and rewarding messages from social media users and helped to spread the word including biodiversity and sustainability. Some consider Veganuary a revolution. The challenge becoming more and more popular while there are more followers by either being vegan or supporting individuals and businesses to introduce vegan food and veganism.

The impact of veganism has significantly influenced socio-cultural habits, leading to a reduction in meat and dairy consumption. This shift involves individual attitudes and behaviors as people adopt a plant-based diet for sustainability and biodiversity. Initiatives like Veganuary and meatless challenges in October and January have played a key role in motivating individuals to consume more plant-based foods and embrace veganism. These programs, supported by social media users and followers, have inspired many with a variety of healthy vegan recipes while promoting a sustainable lifestyle for the environment. Although cutting down on meat is viewed as a healthy choice, meat and dairy remain staple foods in many households. Therefore, the inclination towards a plant-based and vegan diet among individuals has been crucial in encouraging society to prioritise human health and longevity.

Studies indicate that modern veganism has evolved into a post-industrial and apolitical movement. It is a personal choice driven by its values and objectives as an optimal lifestyle for longevity. In recent years, more countries have been promoting plant-based diets.

In conclusion, from my perspective, although adopting a vegan diet and embracing veganism can be complex, the trend of veganism is growing. People are becoming more familiar with it, and it is not confined to specific groups or communities; it is a free choice available to anyone. The advantages of veganism are increasingly recognized worldwide, particularly among the new generation, who are passionate about the planet's future and its inhabitants.