2020 ANNUAL REVIEW - The Vegan Society

ANNUAL REVIEW
 2020

FROM THE CEO FROM THE CHAIR OF COUNCIL THE BIGGER PICTURE CREATING THE FUTURE NORMAL Children are drawn to the wonder and
 beauty of all animals. In adulthood,
 As we all know, 2020 was At the risk of repeating what Research studies conducted by The Vegan Future Normal, our biggest and most ambitious too many make the incongruous
 a strange year for all and others have already said, Society, Mintel and others showed that interest in campaign to date, appeals to non-vegans who distinction between animals they eat
 a difficult year for most. it seems impossible to veganism continues to rise in the UK. According consider themselves animal lovers. Future Normal and those they want to share their lives with.
 The beginning of the talk about the past year to Mintel, one in 10 Brits agreed the Covid-19 encourages these people to reflect on their Future Normal is beautiful in its simplicity, and
 pandemic was an without recognising pandemic made them more inclined towards values and behaviours and to consider positive reminds us that we can choose a kinder path
 enormous period of its specific challenges a plant-based diet, while 25% of millennials lifestyle changes. – one where kindness is at the heart of our
 adjustment for everyone – such as Covid-19, said they found going vegan more appealing. Through powerful videos, interviews, thought relationships with all animals.
 at The Vegan Society. international civil rights As well as a desire to improve physical health, pieces, podcast episodes and much more, the
 However, I am pleased protests and Britain’s compassion was an often-cited reason for 64,000 visitors to futurenormal.org.uk explored Brenda and Philip Shore, Future Normal donors
 and proud to say that we have changing relationship with making the switch. a kinder way of thinking and living. Many more
achieved much to be celebrated. the EU. While such issues may sometimes Another factor which cannot be ignored is the got a glimpse of a more compassionate future
 We launched our biggest and most ambitious seem unrelated to veganism, each has a vegan fact that Covid-19 is a zoonotic disease – one through our adverts on TV and social media, with
campaign to date – Future Normal, which dimension – either how it impacts vegans, or which is transmitted from a non-human animal the main campaign film exceeding one million
encourages non-vegans who identify as animal how it impacts other animals. to humans. Given this, the general public are views.
lovers to reflect on their values and commit to Therefore, it’s inevitable that each would affect now in many cases more aware of the far- After engaging with the website, many
making more compassionate choices. We also The Vegan Society. For example, in the case of reaching and catastrophic effects of the animal committed to changing their attitudes towards
created a new campaign, Live Vegan for Less, Covid-19, we have had to adopt remote working, product industry on humans and other species other animals and making more compassionate
with the aim of supporting vegans experiencing take advantage of furlough schemes, and strive alike. decisions. For many more, this will be the first
financial hardship. Our Vegan Trademark is now to make veganism more accessible (for example, Consumers are continuing to shift away from step in their journey towards thinking positively
visible on over 47,000 products – this is amazing with our Live Vegan for Less campaign). animal products and embrace more plant-based about veganism.
outreach. Furthermore, the widely accepted source of this options. Major supermarkets released new Although our usual outdoor events and
 We also developed a comprehensive pandemic in humankind’s exploitation of other inventive, well-labelled vegan lines and spoke of activities were not possible, we were excited to
sustainability policy which will ensure that The animals has made our Future Normal campaign plans to further invest in the plant-based market. partner with How the Light Gets In for their first
Vegan Society are conscious of the social, especially timely. New high-profile individuals online festival of ideas. Our sponsored debate
economic and environmental impact in all that Nevertheless, the year has also highlighted and organisations, including “Can we eat animals if we care about them?”
we do. We will be reporting on the measures where we need to do more. So I’m delighted Sir David Attenborough prompted audience members to consider the
taken in future Annual Reviews to show our by the launch of initiatives such as our Teen and Greenpeace, began hypocrisy in many of our attitudes towards other
commitment to our planet, and all those who Hub to better engage with younger vegans, and to share more about species.
we share it with. our sustainability policy that underpins activities the positive effects Future Normal was created in collaboration
 Thank you to all of our members who have across the organisation. I’m grateful for the of veganism for with creative agency Up (helloup.co.uk). Director
continued to support our work this year. support of all our staff, volunteers and members. individuals and Kate Bowen says, “As a vegan creative agency
 I look forward to further opportunities to the planet, whose co-founders have each been vegan for
George Gill increase engagement and improve equity over raising the profile 35 years, we were over the moon to be asked to
 the year ahead. of veganism work with The Vegan Society. This November, the
 amongst their campaign went a step further with a 60 second
 Robb Masters huge audiences. ad on UK TV. That’s a first for The Vegan Society!”

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LIVE VEGAN FOR LESS 30 YEARS OF THE VEGAN TRADEMARK

 Sadly, the number of people experiencing 2020 marked 30 years of the Vegan Trademark,
 financial hardship only rose during 2020. In making it the longest-running vegan product
 response we created Live Vegan for Less, a labelling scheme of its kind. There is no legal
 campaign to address misconceptions that vegan definition of ‘vegan’ in terms of product labelling,
 living is only for the affluent, and to support meaning that the work of the Trademark Team is
 vegans living on a budget or experiencing food vital in helping consumers select vegan products
 poverty. with confidence.
 New resources were made available at Our anniversary campaign ran throughout
 vegansociety.com/liveveganforless, where the year, highlighting all the work we do around
 visitors can find tips on budget cooking, cost- vegan labelling, and giving an insight into the
 comparison research and affordable recipe ideas. complexity of the trademarking process. After all,
 We called on our followers to share their own the standards we set are the highest you can find!
 tips and recipes, compiling these into handy Focusing on a different sector each month, we
 infographics. created blogs and posts to highlight some of the @berryscotbeauty: I’m so grateful for all of the
 We were delighted to work with Chef Day lesser-known ways in which animal products can fantastic work the organisation does 
 Radley, who hosted a series of cook-along be used, and how to avoid accidentally buying
 videos on Instagram Live. We also worked with non-vegan items. @sparklypattie: Congratulations on being a
 Sustainable Kitchen Consultants, a team of chefs There were several exciting new product voice for animals and setting high standards
 who specialise in healthy plant-based recipe registrations over the course of the year, with a with the products you register! 
 development, on a series of delicious budget- highlight being Galaxy registering a vegan range
 friendly recipe videos. These recipes made use of featuring five delicious flavours of chocolate, @beanandwick: Makes me so happy when I
 healthy and affordable staples such as oats, lentils and Superdry being the first premium high see the trademark on packaging ✨⚡ 
 and chickpeas, also focusing on using seasonable street brand to launch a range of vegan trainers.
 produce and showing how to avoid food waste. We ended the year with over 47,000 products
 Really good to see The Vegan Society doing work to Improving accessibility to affordable, nutritious registered (up 22% since 2019) across categories
 highlight affordable vegan living during these times! vegan food is a cornerstone of the campaign. including food and drink, fashion and textiles,
 Vegan Society member We are in conversations with convenience cosmetics, household and toiletries.
 store chains such as Nisa to encourage them to Our Trademark social media presence has
 increase stock of vegan food and drink, as well grown, with an extra 9000 people following us
 as everyday living essentials such as soaps and on Instagram, bringing us up to over 25,000
 At Veganuary we love the Live Vegan for shower gels. Thanks to everyone who has engaged with our
 people who are kept up to date with blogs, new
 Less campaign! This is such an important We are also engaging with policy and decision releases, competitions and more. We now have Trademark social media accounts! You can follow
 message which is often missing from the makers to impress upon them the importance 3000 people following our new Trademark @vegantrademark on Instagram and Twitter
 vegan advocacy. Sofia Balderson, Project of increasing accessibility to healthy plant-based LinkedIn account, and 55,000 people viewing
 Manager Internationalisation at Veganuary food at a systemic level. our content each month on our new Pinterest
 channel.
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 4

FURTHERING VEGAN RIGHTS GROW GREEN

In January 2020, The Vegan Society contributed Following the ruling we released a new The UK’s agricultural system is currently lagging
evidence and expertise in a landmark employment publication, Supporting Vegans in the behind the obvious appetite for more plant-based
tribunal which confirmed that ethical veganism is a Workplace, to help employers to understand options. Grow Green is our pioneering campaign
 protected characteristic under equality more about veganism and their duty to vegan to encourage a shift from animal agriculture
 law. The ruling highlights the legal
 employees. We received global press attention towards plant-based growing in the UK. Through
 duty of the private and public
 sectors to consider the needs after this release, gaining front page coverage this, we work with farmers who wish to transition
 of vegans, for example in on The Times, being featured in most national towards crop growing, and speak to policymakers
 educational institutions, news outlets and giving 15 radio interviews the about how and why the government can support
 hospitals and wider day the story broke. and accelerate this positive change.
 health services, the The Vegan Society’s second annual In 2020 we worked with organic growing
 workplace and as International Rights Conference took place expert Jenny Hall to publish a report, Alternatives
 consumers of online, with attendees and speakers from all to Commercial Grazing. The report is written
 goods and over the world. Topics covered included vegan primarily for those in farming and conservation
 services. catering in public institutions, the use of words communities, and focuses on ‘marginal’ land –
 such as ‘burger’ and ‘milk’ to describe plant- that which isn’t suitable for conventional crops.
 based products and the protection of vegans in Alternatives to Commercial Grazing outlines many
 education. different land management practices that farmers
 During the year we received over 250 requests and landowners could adopt, instead of using
 for legal information and support from people land as grazing pasture for farmed animals. It also
 encountering a number of different issues. provides practical advice on alternative sources of
 Frequent problems included access to vegan funding and income.
 food in school, hospital or prison, attitudes The profile of the campaign was boosted
 towards vegans in schools or workplaces by media appearances throughout the year.
 and food labelling. Campaigns and Policy Officer Tim Thorpe
 outlined our aims in several radio interviews,
 including one on the high-profile Costing the
 Earth on BBC Radio 4.
 We also took part in two debates hosted by
 Angela in Bristol (not her real information) contacted us
 the Country Land and Business Association.
 about a serious case of workplace discrimination. We were These well-attended panel discussions posed an
 able to support Angela and help her to reach a resolution. excellent opportunity to promote the benefits and
 Angela says, “My situation caused me severe anxiety and The Alternatives to Commercial Grazing report comes at a turning opportunities of a transition away from farming
 resulted in me being off work. From the moment I got in touch with point in farming. At the moment there are still lots of unknowns, animals, and to show that The Vegan Society
 Jeanette at The Vegan Society I instantly knew that I had got through but The Vegan Society has been at the forefront of bringing all the seeks to work in collaboration with farmers rather
 to the right person! Every time I called she was available, kind, information together. Jenny Hall than against them.
 understanding and so positive every step of the way.”

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EVIDENCE-BASED NUTRITION SUPPORT SUPPORTING YOUNG PEOPLE

Our Pathways to Veganism research highlighted In the autumn we launched our Teen Hub, a
that some people with certain pre-existing I contacted The Vegan Society for support on behalf of my daughter new section of our website created to give
health conditions are interested in going vegan, Rosa, who is 15. Parenting a teen vegan can be a worry when it comes to vegan and vegan-curious teens everything they
but are unsure whether a plant-based diet can the micro-nutrition in their diets, but the expert advice from Heather the need to go and stay vegan. Inspired by the huge
work for them. We built on our health and Dietitian helped me to understand how VEG 1 supplements fitted in with interest in ethical, sustainable living from the
nutrition campaign, Vegan and Thriving, to younger generations, we created some fantastic
 food. She gave me clear, easy-to-follow guidance which has put my mind at rest to
create bespoke resources for people living with new resources to address some of the specific
osteoporosis and high cholesterol.
 ensure that my daughter has the optimum diet. Flora questions this group may have.
 The Eatwell Guide is designed to help people On our Teen Hub you can find fun, affordable
understand recommendations around healthy recipes and nutritional information specific to
eating. During 2020 we produced a vegan
 Check the label on
 Vegan Eatwell Guide teens. There are stories and tips from a fantastic
version of the guide. Vegan Society Dietitian packaged foods Good nutritional planning is about balancing food groups well and using fortified foods and supplementation group of young vegans who wanted to share
 wisely. Use the Vegan Eatwell Guide to help you get all the nutrients you need without animal products.
Heather Russell says, “We tried to include Each serving (150g) contains
 6–8 their vegan journeys and provide advice for their
 Energy Fat Saturates Sugars Salt
 Choos a day
affordable and widely available 1046kJ 3.0g 1.3g 34g 0.9g
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vegan nutrition. I was d ot a total of 150ml a day.
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to offer.” P or r id g e
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 whe at under were able to sign up to support The Vegan
 pas ta Brown
 We conducted several Lentils
 rice
 Society for just £5 for their first year. Improving
successful online outreach access to the society and allowing more young
sessions, educating over 2000 health and  Baked
 beans
 Wholewheat
 spaghetti
 people to have a say in our work is important to
professionals on totally plant-based nutrition  Kale Soya
 mince
 Chick
 peas
 us, and we are delighted to say that lots of people
 Cashew
through two webinars hosted by MyNutriWeb Omega-3 fat
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 Ve g
 took advantage of the offer.
 Pumpkin
and Oatly.
 Oil
 seeds Oat Soya Dairy-free d
 sprea
 Plain drink

 A large part of the nutrition service involves  (autumn and winter minimum)
 nuts
 Peanut
 
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 I’m incredibly excited about the new Youth Membership that The
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answering queries from the public about vegan  Bea
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 Oil and spreads
 Vegan Society is offering. Young people have a huge drive for
 
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nutrition. Over the year, we answered over 800
 
 
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emails, letters and phone calls in response to Vitamin and mineral checklist
 suga
 the youth membership is a great way for people to get involved, have
individual queries from health and nutrition their ideas heard, and progress the vegan movement - Bethany Garland (21),
professionals, caterers and those looking to get The Vegan
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 © The Vegan Society, 2020. Registered Charity No.
 © The Vegan Society, 2020. Registered Charity No. 279228 (England and Wales) and SC049495 (Scotland) President of the Vegetarian and Vegan Society at the University of West England
 ernment-licence/version/1/ The Eatwell Guide is a Crown Copyright publication of Public Health England in association with the Welsh government, Food Standards 279228 (England and Wales) and SC049495 (Scotland)
the most out of a plant-based diet. Scotland and the Food Standards Agency in Northern Ireland

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THE VEGAN POD VEGANISM IN POLITICS

 In 2020 we launched our brand new podcast Alongside our public-facing campaigns, a vital
 – The Vegan Pod. The podcast was originally part of our work involves engaging with policy
 intended as a forum to explore some of the and decision makers to get vegan solutions on
 fascinating and divisive topics within the vegan the government’s agenda. During 2020 our vegAPPG (the All-Party Parliamentary
 community. Issues up for discussion included As part of the online political party conference Group for vegan issues) ran meetings to get the
 whether veganism is for the privileged, and season, we sponsored an event with SERA – following issues on the government’s agenda:
 whether vegans should support non-vegan fast the Labour Party’s environmental society. The
 food outlets when they bring out plant-based event, Growing the Right Food Policy, resulted • Vegan rights in the workplace
 options. in a meeting with Daniel Zeichner, the Shadow
 In light of Covid-19, the first podcasts instead
 • Respect for vegan beliefs while eating in care
 Minister for Food, Farming and Fisheries. At this
 focused on providing support and feel-good • Food security
 meeting we spoke with industry experts and put
 stories for our followers. Most of us found forward ideas for transitioning UK agriculture
 ourselves physically isolated from friends and towards producing more plant proteins.
 family, and encountering new struggles in We fed into the discussion around the
 everyday life. Listening to The Vegan Pod became proposed EU ban on ‘meaty’ language. We
 a small way to feel closer to other vegans and to highlighted the fact that banning food producers
 feel plugged in to the wider community. from using traditional words such as ‘sausage’
 Episode 1 featured small vegan businesses, and and ‘burger’ on their products would place
 explored how they had coped with the pandemic unnecessary restrictions on the growing
 and what they were doing to give back to the plant-based food market, and inconvenience
 vegan community. The next episode shone a consumers looking to make more sustainable
 light on the amazing work of animal sanctuaries. choices. After reviewing the evidence, the EU
 Joan, a listener, responded to this episode by strongly rejected the proposed ban, although
 saying, “Very touching and informative podcast. conversations are ongoing about wording which
 Really inspired to hear of the great work of these compares plant-based items to dairy products
 organisations and individuals involved. Thank you!” such as yoghurt and cheese.
 In 2021 we plan to relaunch with a whole new Our first two podcasts have been downloaded Throughout the year we fed into a record
 range of guests including speakers from the
 vegan community and also everyday people who
 and listened to 968 times number of government consultations on
 proposals to policy changes. One such
 would like to share their stories. Make sure you’re consultation was on the procurement of public
 following along by subscribing to the podcast on sector food. Our response asked for vegetables,
 any of the usual platforms, including iTunes and pulses, wholegrains and other plant-based
 Spotify. foods to be prioritised in the public sector food
 procurement guidelines, as this would promote
 public health and ensure that vegan options are
 readily available on public sector menus.

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COMING IN 2021

In 2021 we will take part in the postponed COP26 We will improve the online search function of We will develop new resources for Vegan and
UN Climate Change Conference in Glasgow, the Vegan Trademark, making it easier for you Thriving, our health and nutrition campaign, and
where we will spread the word about the need to find vegan products you can trust. Our vegan help more people than ever to fall in love with
for animal agriculture to be recognised as a major multivitamin VEG 1 will be relaunched, and we plant-based food. Alongside this we will revamp
contributor to climate breakdown. will move to a new supplier to keep up with our online nutrition information to make it even
 We will widely share our environmental growing demand. more accessible and practical.
campaign, Plate Up for the Planet, to promote the Building on the success of the Future Normal Rest assured that this is just a snapshot of our
positive impact of switching to a vegan diet. We campaign, we will bring our message of plans for 2021. To keep updated with our latest
will share our message through advertising, new reflection and compassion to a wider audience, plans, see our quarterly magazine The Vegan,
audio content and, hopefully, public activities and inspiring more people to make the connection sign up to our newsletter and follow our social
events. and take the next steps towards veganism. media accounts.

 The Vegan Society,
 Donald Watson House,
 34–35 Ludgate Hill,
 Birmingham B3 1EH

 t: +44 (0)121 523 1730
 e: info@vegansociety.com
 w: vegansociety.com

 Registered Charity No.
 279228 (England and Wales)
 and SC049495 (Scotland)

 Printed on 100% recycled paper

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