Veganuary, the global organisation set up in the UK that encourages people to try the diet of vegans in January and beyond, commissioned several surveys from YouGov in the main countries of its campaign to determine the percentage of people who participated in Veganuary during January 2024, with the survey revealing that 5% of people surveyed residing in Chile claimed to have participated in Veganuary during this year. Veganuary has calculated that this represents approximately 767,000 people.

Globally, through its social media, Veganuary directly supported more than 1.8 million people to try veganism during the month of January 2024. The campaign now has social media channels in English, German, Spanish and Portuguese. Even so, this huge figure is likely only a fraction of the people who actually participate in Veganuary. 

Mauricio Serrano, director of Veganuary Latin America, said, “We are happy to close a new Vegan January with more impact than ever, confirming that Veganuary continues to establish itself as an important part of Latin American and Chilean culture, where more than 30% of respondents stated that they have heard of Veganuary, even if they have never participated, according to YouGov data. It’s incredibly inspiring to see Veganuary’s involvement and influence continue to grow around the world and especially in countries like Chile and the region.” 

The campaign’s social media presence has also continued to grow, with videos featuring the word #Veganuary being viewed on TikTok more than 1.1 billion times. In Chile, the athletes and medalists of the recent Pan American Games, Emile Ritter and Pablo Núñez, became official ambassadors of Veganuary.

Jordi Casamitjana
“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.