Forbes: Millennials Driving Force Behind Global Vegan Movement

They killed Buffalo Wild Wings and Applebee’s, aren’t having kids or buying homes, and spend an astronomical amount of money on their dogs and avocado toast. But here’s something you may not know about infamous millennials: They’re the driving force behind the global shift away from meat.

According to a new Forbes article, GlobalData has found that a full 70 percent of the human population is either reducing meat consumption or leaving meat off the table altogether. And the generation often mislabeled as self-absorbed and lazy—the one born just after Gen X—is spearheading that worldwide dietary change!

Fiona Dyer, GlobalData’s consumer analyst, said:
The shift toward plant-based foods is being driven by millennials, who are most likely to consider the food source, animal welfare issues, and environmental impacts when making their purchasing decisions.
But not just market researchers are taking notice of millennials’ buying habits. Some of the world’s largest meat and dairy producers and retailers are changing their businesses to keep up with this generation’s demand for plant-based products.

Tyson, America’s largest meat producer, and Cargill have invested in clean meat company Memphis Meats. Tyson has also invested in vegan meat company Beyond Meat for a 5 percent stake. What’s more, last year Tyson Foods CEO Tom Hayes said, “Plant-based protein is growing almost, at this point, a little faster than animal-based, so I think the migration may continue in that direction.”

While millennials may boast a larger percentage of self-identified vegetarians and vegans than any other generation (nearly 12 percent), recent studies reveal that Gen Z might be even more into vegan food.

Researchers found that Gen Z buys 80 percent more kale, 57 percent more tofu, and a whopping 266 percent more avocados than Gen X. What’s more, Gen Z consumes 550 percent more plant-based milk. And as members of this generation grow older and start their careers and families, we can expect to see an even greater boom!

This global shift away from animal products is great news for the countless animals who suffer horribly at factory farms. Cows, pigs, and chickens are just as smart and sensitive as the dogs and cats we adore at home. But from the moment they are born to the moment they are violently killed, animals at factory farms endure a nightmare of extreme confinement, brutal handling, and excruciating mutilations.

See for yourself.


It doesn’t matter when you were born; you have the power to stop this heinous cruelty. When you choose a compassionate vegan diet you take a stand for animals, the environment, and your own health. Click here to get started. And check out our Pinterest page for thousands of recipe ideas!