it's january again which means one thing
it's january again which means one thing

veganuary is back there are even 75
veganuary is back there are even 75

companies including sky and volkswagen
companies including sky and volkswagen

who are taking part in the beginnery
who are taking part in the beginnery

workplace challenge this year but why is
workplace challenge this year but why is

vganry popular does it even matter and
vganry popular does it even matter and

does it actually change anything
does it actually change anything

this is a graph of how veganry sign ups
this is a graph of how veganry sign ups

have increased since their first
have increased since their first

campaign in 2014. while their first
campaign in 2014. while their first

campaign had 3 300 signups their 2021
campaign had 3 300 signups their 2021

campaign had over
campaign had over

580 000 and when we look at the primary
580 000 and when we look at the primary

motivations for why people are taking
motivations for why people are taking

part in the campaign we can see one of
part in the campaign we can see one of

the many strengths of the january it
the many strengths of the january it

gives people the opportunity to evaluate
gives people the opportunity to evaluate

how they feel about topics such as
how they feel about topics such as

animal exploitation and the climate
animal exploitation and the climate

crisis as well as their roles in
crisis as well as their roles in

perpetuating these issues in fact out of
perpetuating these issues in fact out of

all the surveyed participants who took
all the surveyed participants who took

part in the 2021 campaign 46
part in the 2021 campaign 46

said their number one motivation for
said their number one motivation for

participating was animals 22 percent
participating was animals 22 percent

said it was personal health and 21
said it was personal health and 21

said it was the environment we are
said it was the environment we are

recognizing more and more the animals
recognizing more and more the animals

are sentient individuals who are no
are sentient individuals who are no

different morally to the dogs and cats
different morally to the dogs and cats

that we love in our homes in essence the
that we love in our homes in essence the

facade created by the animal farming
facade created by the animal farming

industries is slipping with people
industries is slipping with people

becoming more aware that the legal
becoming more aware that the legal

standards do not actually protect
standards do not actually protect

animals and that there is no humane or
animals and that there is no humane or

compassionate way to exploit and
compassionate way to exploit and

needlessly slaughter an animal we are
needlessly slaughter an animal we are

coming to understand the huge
coming to understand the huge

environmental cost of animal farming
environmental cost of animal farming

such as the fact it produces at least
such as the fact it produces at least

14.5 percent of total annual emissions
14.5 percent of total annual emissions

and scientists have warned us that the
and scientists have warned us that the

emissions from agriculture alone will
emissions from agriculture alone will

make it impossible to stay below 1.5
make it impossible to stay below 1.5

degrees celsius and maybe even 2 degrees
degrees celsius and maybe even 2 degrees

meaning that if we want to avoid the
meaning that if we want to avoid the

worst of the climate crisis we have to
worst of the climate crisis we have to

change our agricultural system animal
change our agricultural system animal

farming also uses 83 of all global
farming also uses 83 of all global

agricultural land is the number one
agricultural land is the number one

driver of rainforest deforestation and
driver of rainforest deforestation and

is a leading cause of water pollution
is a leading cause of water pollution

soil erosion ocean dead zones habitat
soil erosion ocean dead zones habitat

erosion and the list goes on we've come
erosion and the list goes on we've come

to understand the personal health
to understand the personal health

consequences associated with animal
consequences associated with animal

products as well such as an increased
products as well such as an increased

risk of heart disease certain forms of
risk of heart disease certain forms of

cancer and type 2 diabetes and the
cancer and type 2 diabetes and the

global health consequences such as
global health consequences such as

infectious diseases and pandemics the
infectious diseases and pandemics the

ganuri has increased awareness about
ganuri has increased awareness about

these issues and during the 2021 v
these issues and during the 2021 v

january campaign more than 1
january campaign more than 1

500 media stories were published
500 media stories were published

globally about it
globally about it

on top of this the gunnery has made
on top of this the gunnery has made

veganism more accessible by working with
veganism more accessible by working with

food companies to bring out more vegan
food companies to bring out more vegan

options in 2021
options in 2021

566 new vegan products were launched for
566 new vegan products were launched for

the january alongside 259
the january alongside 259

new vegan menus meaning that veganui
new vegan menus meaning that veganui

creates a self-perpetuating cycle
creates a self-perpetuating cycle

whereby they encourage people to go
whereby they encourage people to go

vegan which causes companies to respond
vegan which causes companies to respond

by creating more vegan options which
by creating more vegan options which

makes veganism more accessible thereby
makes veganism more accessible thereby

encouraging even more people to go vegan
encouraging even more people to go vegan

throughout the entire year now it's
throughout the entire year now it's

worth mentioning that the animal
worth mentioning that the animal

agriculture industries have made
agriculture industries have made

attempts to push back against the
attempts to push back against the

success of the ganuri with februdairy
success of the ganuri with februdairy

being the most well-known however whilst
being the most well-known however whilst

we gannery has succeeded in creating an
we gannery has succeeded in creating an

effective brand identity februdairy has
effective brand identity februdairy has

struggled with one of the big drives
struggled with one of the big drives

from the campaign consisting of dairy
from the campaign consisting of dairy

farmers attempting to chug a pint of
farmers attempting to chug a pint of

milk as fast as they can february this
milk as fast as they can february this

ultimately led to the scottish national
ultimately led to the scottish national

farmers union president andrew mccornick
farmers union president andrew mccornick

calling february dairy counterproductive
calling february dairy counterproductive

but let's get back to the january
but let's get back to the january

because fundamentally one of the most
because fundamentally one of the most

important aspects of the gannery is that
important aspects of the gannery is that

it's helped to normalize veganism and
it's helped to normalize veganism and

this normalization forces people to
this normalization forces people to

confront the truth behind animal farming
confront the truth behind animal farming

ultimately veganry matters because it
ultimately veganry matters because it

stops people from being able to hide
stops people from being able to hide

behind the comfort of willful ignorance
behind the comfort of willful ignorance

and social conformity as comedian david
and social conformity as comedian david

mitchell once stated in relation to
mitchell once stated in relation to

vegans the thing that's annoying about
vegans the thing that's annoying about

there's suddenly been lots of them is
there's suddenly been lots of them is

the nagging suspicion that they might be
the nagging suspicion that they might be

right when there were hardly any vegans
right when there were hardly any vegans

i hardly ever had to think about that
i hardly ever had to think about that

[Music]
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you
you