Kent expert calls for awareness around plant-based diets this "Veganuary"
University of Kent lecturer highlights that Britain’s love for animals makes Veganuary a natural fit for its population
As the New Year begins, Kent locals are encouraged to participate in Veganuary, an annual campaign promoting plant-based diets, for its benefits to animal welfare, health, and the environment.
Dr Kristof Dhont, Reader in Psychology at the University of Kent, specialises in human-animal relations and the psychology of veganism and meat consumption.
He points out that Britain’s love for animals makes Veganuary a natural fit for its population.
“Many Britons are animal lovers, donating generously to animal charities and advocating for strict welfare laws. Veganism aligns with these values by respecting animals and ensuring a life free from exploitation ”Dr Dhont said.
The growing popularity of plant-based diets
While the percentage of vegans in the UK has remained relatively stable in recent years, Dr Dhont noted that interest in plant-based diets has surged.
“Millions now engage in Veganuary every year, and it has made veganism more visible, accessible, and mainstream. We’ve seen a notable increase in people reducing their consumption of meat or animal products, and plant-based milks continue to replace traditional dairy for many,” he added.
“The Veganuary campaign is one of the most impactful in popularising plant-based diets globally, promoting not only ethical considerations but health and environmental benefits too” Dr Dhont emphasised.
Why choose plant-based eating?
Dhont pointed to three key reasons to consider veganism:
Respect for animal lives: Veganism prioritizes reducing harm to animals, aligning everyday practices with values shared by many Britons.
Health benefits: A well-planned vegan diet can lower blood pressure, reduce risks of heart disease and cancer, and improve overall wellbeing.
Environmental impact: Plant-based eating significantly reduces greenhouse gas emissions and promotes sustainability compared to diets based on animal products.
“Going vegan aligns behaviour with values many Britons already uphold, including opposition to factory farming and animal suffering.”
Addressing barriers and stereotypes
Dr Dhont explained that cultural ideas linking meat with masculinity and strength pose barriers to veganism, particularly for men.
“Meat is still heavily associated with masculinity, and sceptics often view plant-based food as tasteless or weak. These stereotypes can prevent engagement with veganism" says Dr Dhont.
“By normalising plant-based diets and presenting diverse voices, campaigns reduce hostility around veganism and encourage broader adoption,” Dr Dhont said.
Research highlights how meat consumption generates significantly higher greenhouse gas emissions compared to plant-based alternatives.
“Men eat more meat than women globally, resulting in greater carbon footprints. Changing perceptions of masculinity and meat-eating holds significant potential for reducing climate impact.”
A chance to try something new
Dr Dhont encouraged Kent residents to give Veganuary a chance and explore the benefits. “If we can live well without harming animals, why wouldn’t we try?"
"Incorporating more plant-based meals aligns with ethics, promotes health, and helps support the environment. Veganuary is the perfect opportunity to take that first step.”