News

Research Links Beyoncé to Rise in Veganism

PhD student Outi Lundahl found that Beyoncé and Jay Z's 22-day plant-based experiment had a lasting affect on veganism worldwide.

In her doctoral thesis, University of Vaasa PhD student Outi Lundahl argued that celebrity couple Beyoncé Knowles and Shawn Corey Carter (professionally known as “Jay Z”) had a lasting affect on the global interest in veganism after they adopted a plant-based diet for 22 days. While Lundahl initially began her thesis research by examining the rise of sustainable consumption in the United Kingdom, the PhD student stumbled on an interesting trend when she turned her attention to veganism. “In December 2013, pop diva Beyoncé along with her husband, rapper Jay Z decided to go vegan for 22 days,” Lundahl said. “Interest in veganism seemed to explode because of this stint, and I became intrigued.” Lundahl found that the couple swayed the public to conflate veganism with weight-loss rather than environmental concern or animal-rights. “If the meanings and motivations for being a vegan change so that the diet is adopted merely to lose a couple of kilos after Christmas or if it is followed due to celebrity emulation,” Lundahl concluded, “it is likely that the diet is soon forgotten.” Lundahl suggests that governments promote aspects of veganism that are not merely diet-related and found that the Finnish community of Sipsikaljavegaanit has been focusing on posting caloric vegan recipes online. “I must applaud efforts to make veganism seem tasty, fun, and easy,” Lundahl said. “In this way, veganism will hopefully lose its image as something extreme and strict.”

More News

Pro Skater Launches Vegan Converse Line

Kenny Anderson becomes the vegan voice within the Converse brand after the launch of new animal-free skating shoes.
Read More »

Hormel CEO Shifts Focus to Non-Meat Brands

James Snee says the brand behind SPAM plans to evolve in the plant-based direction.
Read More »

Former Dairy Brand Debuts Aquafaba Egg Replacer

New York-based Elmhurst launches new vegan products such as a packaged, easy-to-use egg replacer made from bean brine.
Read More »

Vegan Yoga Guru Stars in New Reality Series

Koya Webb will teach principles of nonviolence through veganism during the six-week docu-drama Yoga Girls.
Read More »

James Cameron Invests in Vegan Protein Facility

The famed filmmaker is helping the shift toward plant-based protein by funding the world's largest organic pea protein-processing facility.
Read More »

This Week on VegNews TV: The secret to these delightful sweet treats is white beans! Aylin Erman shows you how to make these simple blondies.

More Videos »