Family first
I, like many vegans, have had my share of slightly awkward holiday dinners with my non-vegan family. My Grandmother was initially hostile to the idea that I would be bringing something vegan to eat instead of her turkey. As we all learned to navigate these dinners, things became much easier and the focus returned to enjoying each other’s company. While I tend to be a bit rebellious and comfortable breaking social norms, others are not and the fear of being the odd-one-out can be especially challenging for some.
The importance of group membership runs deep in our highly social species. As newborns we are completely vulnerable, and even as adults our survival is largely dependent on being a member of various social groups. It’s not surprising then that the fear of social stigmatization prevents some people from considering veganism.
Soaring sales
Plant-based products, those that serve as replacements to animal-based products, are quickly becoming mainstream. Sales numbers of plant-based products in the US were up 27% in 2020 with 57% of households buying at least some plant-based product. Sales of plant-based meats increased 45%, and plant-based milk by 20%. In addition to strong retail sales, many fast food chains are racing to include plant-based products on their menus. It seems likely that most major chains will have vegan options in the near term.
While vegans no doubt find this trend helpful, the trend is not being fuelled by the purchasing power of vegans. Instead it’s being driven primarily by a cultural sea-change in attitudes towards these offerings. While Forbes wrote in 2018 that the plant-based trend is being driven by Millennials, I think these ongoing changes reflect a shift across many demographics.
New normals
The aspect of this change that most excites me is the breaking down of stigmas around plant-based foods. As these options become commonplace, I expect we’ll see a significant shift in cultural attitudes and norms around what types of foods define us. This will remove a significant barrier to becoming vegan for many people.
This is a virtuous cycle that shows no signs of slowing down. As we see plant-based foods being accepted by more and more people we will also see the number of people becoming vegan increase. A 2017 survey found that 65% of respondents have some discomfort with how animals are used in the food industry. As the barriers to adopting a vegan lifestyle evaporate and it becomes just as easy to be vegan as it is to be non-vegan, many of these people will find the opportunities to act on their beliefs.
No meat, no stigma
As these trends continue, the presence of vegan options at social gatherings, from holiday dinners to office parties, may well become the norm. Family members, friends and coworkers alike will become familiar with plant-based options and be more likely to see them as healthy and delicious alternatives instead of viewing them as strange or even threatening to their way of life Abstaining from animal products at gatherings will likely go unnoticed and certainly uncommented on.
For these reasons, I believe we are on the cusp of a societal change that will largely eliminate the stigmatization of vegans when it comes to eating in groups and allow the less rebellious spirits to join our ranks. I am ready to welcome them!
Photo by Markus Spiske from Pexels
