In January some people start the year by trying to eat fewer animal products. Veganuary, as the campaign is called, began in 2014 and now attracts 25.8 million people worldwide.
One reason for trying Veganuary is a growing interest in acting in ways that reduce one’s environmental impact. And one of the key ways to do this at an individual level is to reduce the amount of meat consumed in one’s diet.
Various bodies, such as the Intergovermental Panel on Climate Change and the UK’s National Food Strategy, have cited large-scale meat reduction as a way to help address the climate emergency.
As its name suggests Veganuary is framed as a short-term challenge, by the campaign itself and other supporting organisations, such as The Vegetarian Society, with messaging focused not on what is being lost, but on new and exciting foods to cook at a time of year when people often try something new.
But for many participants changing long-established behaviour is hard. Changing eating habits is particularly difficult. Barriers to dietary change include ingrained habits and routines, social norms and conventions that allow people to justify existing behaviour. Research also suggests that the perception that reducing meat will be difficult can itself discourage people from attempting to do so.
There are, however, ways to make behaviour change easier. Drawing on research from the former government-based Behavioural Insights Team’s model of behaviour change, it’s possible to find ways to make it easier when changing dietary habits. They suggest four clear principles: easy, attractive, social and timely.
Tips to make it easier
This year, Veganuary’s focus is encouraging a gradual approach that can reduce psychological barriers. Our personal attitudes and values tend to have a stronger influence on behaviour than external motivations such as financial incentives. To support lasting change, meat reduction can be aligned with values people already hold, making it easier to act in line with them. For example, exploring the climate footprint of a bag of mince and comparing with an alternative, enabling the chance to choose a less carbon-heavy alternative. Here are some tips on what can help to make Veganuary work for you.
1. Make it attractive
January often marks a return to routines after the festive period, and this can make the long, dark winter days feel monotonous. Novelty plays an important role here: it can boost creativity and increase happiness. Trying a new dietary pattern introduces new recipes and ingredients, offering an opportunity to experiment in the kitchen. Exploring new ways of eating may also encourage greater variety in meals, such as eating a wider range of vegetables and exploring new protein sources.
2. Make it social
Social eating is an important part of many people’s lives. Sharing a meat-free meal with family or friends can strengthen social bonds through a shared experience and increase feelings of camaraderie. Veganuary does not have to create divisions between meat eaters and vegans. Talking about the challenge as a group can encourage deeper discussion about the role of meat in our diets, while support from others can also help.
3. Make it timely
Breaking large goals into smaller ones can make them more achievable and more sustainable. Taking part in this dietary change over a clearly defined period allows participants to know there is an end in sight. Research on temporary challenges such as Veganuary and Dry January (giving up alcohol) suggests that habits formed during these periods can continue even after the challenge has ended.
Behaviour does not exist in a vacuum. It is shaped by what is considered normal in society, the physical environment as well as what is available in supermarkets, and broader political and economic systems.
When attempting to change behaviour – whether through a New Year’s resolution or a short-term dietary challenge – it is important to recognise this. Systems are often in place to maintain the status quo. Doing what works for you, without aiming for perfection, can make change feel more achievable. Slipping up does not mean failure: even one meat-free meal contributes to making a difference.
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