We're thrilled to share the results of our V-March (vegan in March) 2025 campaign!
The numbers speak for themselves:
- Reached over 7 million people across China
- More than 70,000 active engagements through comments and shares
- 600+ daily check-ins via our WeChat Mini Program
- 341 Sogdian Trees planted (reclaiming approximately 3410㎡ of desert)
- 3410.12 RMB donated to the Alashan SEE Ecology Association
Our survey reveals a powerful impact:
- Over 80% of participants plan to continue following a plant-based diet!
- Over 70% reported noticeable health improvements
- 67% plan to reduce meat intake by 40-80%
- 58% stayed fully plant-based throughout the campaign
What motivated people most?
- 23% cited health benefits as their primary motivation
- Our participants were 77% female, 18% male, and 5% identifying as non-binary or preferred not to say
- A wide range of age groups participated, with 30% aged 24-30
The most significant challenges?
- 40% found eating out to be the biggest challenge
- Interestingly, over half said missing non-vegan food was their least difficult aspect!
62.1% of the participants gave a maximal score to their need for vegan labeling.
A special thank you to our 70+ collaborating restaurants, shops, and brands, to our media and communications manager Nina Manukian, to Faunalytics, and of course to Veganuary for their inspiration and global leadership in promoting plant-based lifestyles!
This is awesome to see, congratulations on the campaign!
It's no secret that this is a pretty neglected space, especially when compared to how big the impact could potentially be. It's great you're sharing your results, and I hope to see it continue in years to come. The data you've gathered seems potentially useful in helping to guide and promote future campaigns too. Very impressed by the initiative here.
I've got a few questions, mostly about the numbers you've given.
I don't think it's clear how many participants there were. Is it the 70,000 engagements, or the 600 (or 287 - your numbers differ) daily check ins?
The seven million people reached is also interesting. What counts as being reached? I imagine seeing an advertisement or something, is that right?
I'm not surprised the follow through appears to be something like 1% - personal diet is hard to change anywhere in the world. Do you have a sense of where people fell out of the "funnel" the most, percentage wise?
I'm also surprised by how many people identified as non-binary in the results. Perhaps it's naive of me, but I would have expected fewer people to select that option due to social and political pressure. Do you think there's a selection effect here? As in, the people who commit to plant based eating are more likely to also think critically about other topics?
Lastly are you able to talk about your reasoning behind partnering with the ecology group and the interest in tree planting?
Thanks again for the work and for sharing the results too!
Thanks for the response Rakefet!
Can I ask how many responses to the survey you got? That is still unclear to me and seems like one of the most important numbers for determining impact, and I dont have a good sense on how seriously to take any of these numbers without it.
I'm not sure about the effectiveness of lumping in climate change. I agree addressing it is important, but many issues are important - why not also donate to Against Malaria Foundation? Climate change is different in that people do associate it with diet more strongly, and I think tha... (read more)