As the new year dawned, so arose a batch of brave new souls attempting to environmentally change the planet one Moving Mountains burger at a time. Veganuary has hit once again, and while I have no problem with those who choose to switch up their diets, whether it be for health, environmental, or ethical reasons, I detest the “meat = bad, plant = good” rhetoric.
Ignoring the subtle 20% price increase my local Sainsburys applied to the meat substitutes and milk alternatives, and the clearance signs stuck to the unsold crates of vegan chocolate about a week before the month ends, Veganuary continues to offer a stark reminder of the Greenwashing phenomenon pushed onto us by profit-hungry corporations.
Making movements away from the meat and dairy industry is certainly a step in the right direction. However, Veganuary has become more of a marketing tool than a genuine drive to make better choices, sensationalised by those who believe ordering your avocados from Peru offers a more sustainable practice than sourcing foods free-range, organically, and locally.
A faux attempt for middle-class university students to alleviate some of their guilt, Veganuary remains as performative as ever — a fast-fashion accessory to the tote-bag wearing and feminist literature reading woke mob.
Illustration by Violet S-K @violetvictoriaart