Nearly 5% of Brits are Vegan, Following a Steep Rise in 2023 – But Climate Language Remains Unclear

According to recent surveys, the number of vegans in the UK has seen a significant increase, with nearly 5% of Brits now following a plant-based diet. The rise is attributed to growing awareness of the health and environmental impacts of meat and dairy consumption. However, despite this increase in veganism, there remains a lack of understanding among the population when it comes to climate-related language.

Research shows that terms such as 'green', 'sustainable', and 'organic' are not clearly understood by a majority of adults in the UK. Additionally, while consumer interest in sustainability initiatives is high, there is a disconnect between brands and consumers due to unclear communication. Efforts to educate and engage consumers on climate issues, as well as initiatives like the Green Claims Code, are seen as crucial steps in bridging this gap.