How social media helped veganism go mainstream in 2017.
Malnourished – sanctimonious hemp-clad sandal-wearing – bearded animal-cuddling lentil-munching hippies.
This has been the image of vegans for a long time but a new generation is challenging the stereotypes.
How has social media taken such a maligned movement and helped make 2017 the year veganism went mainstream?
It’s the word that has launched millions upon millions of hashtagged Instagram photos – vegan.
Yet there were just a few people present when woodwork teacher Donald Watson – a member of the Leicester Vegetarian Society – called a meeting in 1944 and settled on the term.
They took the first three and last two letters of ‘vegetarian’ to make ‘veg-an’ because it marked – in Mr Watson’s words ‘the beginning and end of vegetarian’.