Since its launch in 2014, the veganuary campaign has generated global buzz with a record-breaking 610,000 people officially pledging to adopt a vegan lifestyle for January 2022. But it’s not just consumers that are jumping on board; businesses have taken the opportunity to release vegan product lines and adopt a more ethical brand image. Aimee Earlam, research executive at Savanta, explores this trend and questions how effective it is for marketers to get involved with Veganuary in boosting brand image perceptions.