In a former reality, veganism was been classed as a relatively niche and unpopular diet among the masses. We were forced to search health food stores for our grocery shopping, however over the last few years, veganism has transformed into a cultural staple and mainstream movement with many major supermarkets stocking a plethora of plant-based options, countless restaurants opening up around the world and a wider understanding of consciousness, animal violence, the benefits of plants but also now more importantly than ever how a vegan future is a human rights issue considering the massive oppression that Black people and people of colour suffer at the hands of environmental racism caused by animal agriculture.
The number of vegans in the UK quadrupled between 2016 and 2018, and last year there were 600,000 recorded vegans. The number is expected to continue rising exponentially, forecasted to make up a quarter of the British population in 2025.
There are a wide range of reasons as to why each individual decides to change to a vegan diet; animal welfare, environmental impacts, spiritual ascension, health reasons, biodiversity, water systems and more. As a nation, we’re getting healthier, we’re exercising more, making sure we’re getting the right vitamin intake through eating the right foods and vitamins like selenium supplements. The popularity of veganism has garnered so much attention, including from businesses — once, a vegan meal would’ve consisted of a jacket potato and beans. Now, the options are limitless, with jackfruit burgers, vegan sausage rolls, tofu and pea protein dishes and more.
There’s also another contributing factor at play which is helping shape the vegan market: celebrity influence. Our society places emphasis on the influence of those in the limelight, following trends from celebrities whether it’s fitness, fashion, or dietary preferences. Recently, Bryan Adams apologised over an Instagram rant condemning the wet markets in China and animal cruelty, which faced backlash.
Here, we’ll take a look at celebrities who’re supporting the movement in the right way and how they’re shaping the vegan market.
Joaquim Phoenix
Actor Joaquin Phoenix is a known advocate for animals and longtime vegan, and he has already tackled the barbaric leather industry, famously donning vegan leather to play the role of Johnny Cash and has spoken up at The Oscars, Golden Globes and more creating a real impact in Hollywood.
Changing the game with Game Changers
James Cameron, Academy award-winning film-maker, has been on the forefront of education, setting out to expose myths and misconceptions around the vegan diet with Netflix’s The Game Changers. As a long-time environmental advocate, in 2011, Cameron went vegan to lower his carbon footprint while also finding that his health improved too.
The documentary provides fresh insight into veganism, considering the effects of eating meat and dairy. Where previous documentaries have targeted the ethics and emotions of animal lovers and environmentalists, The Game Changers changes the script and targets a different demographic — health conscious consumers and athletes. The documentary shows how meat, fish, eggs, and dairy are toxic carcinogens that hinder athletic performance, damage our hearts, impair sexual function, and shorten our life span.
A lot more men are becoming ‘plant curious’ after watching this documentary, which has helped spark the debate around health. Iconic and inspirational athletes such as Arnold Schwarzenegger and medical professionals such as the former president of the American College of Cardiology Dr Kim Williams and founder of the Preventative Medicine Research Institute Dr Dean Ornish explain their reasons for going vegan and how this has legitimately improved their lives.
“The previous documentaries in some ways paved the way for this,” says Damian Soong, CEO and co-founder of Form Nutrition, a vegan nutrition brand, “there is now a greater acceptance and awareness of climate change, and the impact of industrial farming, and the press around meat means it’s very much in the public consciousness.”
In further developments, Cameron has also teamed up with director Peter Jackson to develop plant-based protein from alfalfa to provide New Zealand with vegan opportunities to mitigate the country’s struggling farming industry.
Sia
Superstar Sia has been a committed vegan since 2014. She recently featured in the star studded cast of vegan documentary, Dominion, alongside Rooney Mara and Joanquin Quin.
Snoop Dogg
Although not confirmed as vegan, award-winning rapper Snoop Dogg has also taken an interest in plant-based foods lately, investing in vegan burger brand Beyond Meat.
In 2017, Beyond Meat’s share prices dropped, which was given a boost by Snoop. Beyond Meat collaborated with Dunkin’ Donuts to create the eye-catching Beyond D-O-Double G Sandwich — a Beyond Meat patty on a layer of egg, American cheese, sandwiched in a glazed doughnut, which resulted in the company’s share price rising by more than 20 per cent. Although this burger is vegetarian rather than vegan, it shows how celebrity endorsement can help pave the way for a meat-free world and help provide a meat-free alternative for people looking to cut down, just like Snoop. More meat-free burgers for us!
Outstanding investments
Research found that bacon is the meat that is cited the most by meat eaters when asked what they would miss if they went vegetarian or vegan, so it’s no surprise that vegan brand Outstanding Foods has cooked up a storm with Pig Out snacks. A plant-based alternative to pork rinds. Pig Out is made with mushrooms, sunflower oil, sea salt, and other vegan components. The snack has been getting investment from a list of celebrities including Snoop Dogg, Jared Followill, Alexandra Paul, Emily Deschanel, Cesar Milan, Dierks Bentley, and Alan Cunning.
Pig Out, a snack designed to replicate the lingering salty and crispy flavour of bacon, is a healthier alternative, ideal for both vegans, vegetarians, and health conscious millennial ‘flexitarians’ who are looking to cut down on their meat consumption. Outstanding Foods described Snoop’s investment as indicating ‘a new era for the brand’, with the rapper launching a dedicated website to sell the snack.
Lewis Hamilton
The globally recognised and championship winning F1 driver, musician and entrepreneur Lewis Hamilton has loudly been in support the movement over the years, he became plant-based in 2017 and in 2020 launched Neat Burger – a fast food vegan joint in Central London which is expected to expand!
Celebrity endorsement certainly helps vegan brands raise awareness and get their names out there but at the same time we cannot trust all of the people saying they are vegan. For example, Miley Cyrus just a fortnight ago denounced her former veganism and it has been exposed that she was never vegan at all. She now consumes fish and it is reported that she was eating meat throughout the time she claimed to be vegan. A massive disappointment for the community, so as much as we are all looking for influencers in the space for the movement, it is wise not to stan celebrities in this space too hard as they often let us down.
NEO 10Y
You can also see my recent project “Future Normal” for the Vegan Society below and I can assure you that I will never renege on the movement as I am fully in it for the animals and spiritual reasons, and that is where I draw the hard line and would never mess up my karma or our collective spiritual growth by consuming violently ever again.
This is a partially contributed article.