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

Brothers Row Across Atlantic to Dispel Vegan Myths

Jude Massey and Greg Bailey are currently in the middle of the Atlantic ocean, rowing for hours and eating only plant-based meals to show that animal products are not necessary for extreme athletic abilities.
Read More »

Stand-Up Comic Adam Sank Goes Vegan for the Animals

The funnyman credits documentary What the Health for pushing him from vegetarianism to veganism.
Read More »

Cargill Invests in Plant-Based Protein

The animal agriculture feed supplier joins PURIS—the largest pea-protein producer in North America—in its mission to create sustainable plant-based foods.
Read More »

Muay Thai Fighter to Open Vegan Bakery in NYC

Vegan chef Watt Sriboonruang's Rawsome Bakery will land on Orchard Street in Manhattan—further veganizing a street occupied by vegan apparel company MooShoes and vegan store Orchard Grocer.
Read More »

Vegan Brand Breaks Indiegogo's Crowdfunding Record

Vegan meal shake startup Bear Brands raised more than $65,000 from 250 backers in the first day of its crowdfunding campaign.
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 »