Veganuary, a Movement to Skip Meat and Dairy, Has Grown 50% in 2021, Attracting 100 Brands

Only in its second U.S. year, the event has 80,000 Americans and influencer Tabitha Brown on board

In a campaign starring TikTok star Tabitha Brown, Veganuary organizers acknowledge that the vegan commitment is a goal, not a mandate. Veganuary

Tabitha Brown, a small-town North Carolina native turned vegan influencer, grew up eating whatever was put in front of her, which sometimes included squirrel, turtle and opossum.

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.