Thought Millennials Were Vegan AF? Meet Generation Z.

According to City A.M., research by Barclays reveals that those born between 1995 and 2005 (Generation Z) are way more into plant-based foods than previous generations, even millennials.

Yes, you read that right. Researchers find that Gen Z is buying loads of kale, tofu, avocados, quinoa, and dairy-free milk. How much more? They purchase 80 percent more kale, 57 percent more tofu, and a whopping 266 percent more avocados! And Generation Z consumes 550 percent more plant-based milk than Generation X.

As members of this generation grow older and start their careers and families, we can expect to really see a boom.

While significant, this increase is an extension of the consistent growth in veganism, especially over the past decade or so as millennials—the world’s largest generation—purchase their own food.

Earlier this year NBC reported that Google searches for "vegan" increased by 33 percent from 2015 to 2016. This is even higher than the increase from 2014 to 2015. Additionally, the research firm Global Data reports that veganism in America has increased by 600 percent since 2014.

What’s more, the market research company Mintel recently found that the number of vegan products in Australia had increased by 92 percent since 2014, and Lux Research expects plant-based proteins to make up a third of the global protein market by 2054.

This shift away from animal products is great news for the countless animals who suffer horribly at factory farms. Cows, pigs, and chickens raised and killed for food are just as smart and sensitive as the dogs and cats we adore at home. But at factory farms, animals are subjected to unimaginable cruelties: extreme confinement, brutal mutilations, and violent deaths.

See for yourself.


Join the millions who are taking a stand for animals, the environment, and their own health by switching to a vegan diet. Click here to get started.