Promoting veganism:The cultural role of celebrities and influencers in the reframing of meat and dairy as a climate issue

Since the UN Food and Agricultural Organization (2006) identified the livestock sector’s contribution to global climate emissions as 18%, the production and consumption of meat and dairy has been increasingly framed as a climate issue. Yet, whilst environmental NGOs were hesitant to campaign, celebrities and social media influencers have advocated for the climate, animal and health benefits of veganism, helping to mainstream it over the last 5-10 years. Placing critical attention on celebrities’ and social media influencers’ promotion of veganism and meat and dairy reduction practices, this chapter explores the socio-cultural conditions supporting celebrities’ emergence as cultural communicators of veganism and climate change; examines how meat and dairy reduction/elimination is discursively communicated, and veganism as an ethical identity is reframed in this process; and considers the socio-political implications of the celebritisation and mainstreaming of veganism or ‘plant-based’ diets for climate action. In doing so, the chapter introduces feminist and antiracist definitions of veganism; examines early celebrity vegan work on climate advocacy; discusses theories of celebrification, promotional culture and commodification; and explores recent research on celebrity veganism and vegan influencers. Offering directions for future research, it argues for an inclusive vegan future that addresses systemic inequalities underpinning the climate crisis.