Veganism as a lifestyle movement

In the last few years, the popularity of veganism has surged. Current literature on the cultural practice, which situates it within a social movements framework, cannot adequately explain this meteoric rise. A better approach is to view veganism as an emerging lifestyle movement based on individual consumption rather than political protest. After situating veganism within the literature on animal rights, this review then explains why a lifestyle movement perspective yields a more compelling account of its growing mainstream appeal. Drawing on both cultural and organizational sociology, this review provides insights into the cultural origins of veganism, its evolving relationship to other food movements, and highlights the key role played by cultural entrepreneurs, the key changemakers who are bringing veganism from the margins to the mainstream.