Millennials and Gen Z aren’t just going vegan—they’re reinventing what it means, one plant-based remix at a time.
Not too long ago, being vegan meant eating tofu, quoting PETA, and defending your B12 intake at dinner parties. Fast forward to now, and something wildly different is unfolding—thanks to Millennials and Gen Z.
These two generations have taken the vegan baton, sprinkled it with oat milk foam, and run with it straight into social change, self-expression, and TikTok stardom.
But this isn’t just about trendy snacks and avocado worship. It’s about how younger generations are reshaping what it means to be vegan—from identity to accessibility to activism.
Let’s take a closer look at how we got here, what’s changing, and what it means for the future of plant-based culture.
The rise of values-first veganism
If Boomers and Gen X helped set the stage for plant-based awareness, Millennials and Gen Z have turned it into a full-on production—complete with a soundtrack, Instagram filter, and community-driven script.
According to a 2023 report by The Plant Based Foods Association, 79% of Gen Z consumers say their food choices are influenced by their values. That includes sustainability, animal welfare, and social justice. For Millennials, that number clocks in at a still-strong 65%.
Gone are the days when veganism was a solitary, rigid commitment. Today, it's a lifestyle rooted in intersectional ethics.
“For young people, it’s not just about what you eat—it’s about who you want to be in the world,” explains Dr. Melissa Chan, a cultural anthropologist studying food trends at NYU. “Veganism is now a form of soft activism. It's woven into everything from climate protests to gender expression.”
It’s not all-or-nothing anymore
Here’s the kicker: many Millennial and Gen Z vegans don’t even call themselves vegan.
The label, once a badge of moral clarity, now feels too binary for a generation fluent in nuance. Instead, terms like “plant-based,” “flexitarian,” and even “vegan-ish” are gaining ground. According to a survey, over 40% of Gen Z identifies as flexitarian—meaning they aim to eat mostly plant-based but don’t stick to it 100%.
This shift isn’t about commitment-phobia. It’s about accessibility and inclusion. Many younger folks grew up watching their elders struggle with restrictive diet culture. They want the freedom to choose without shame.
Think of it this way: if older vegans were rule-followers, younger vegans are remix artists—curating their ethics one bite at a time.
Veganism meets internet culture (and gets a glow-up)
Let’s be honest. TikTok did more for veganism in five years than textbooks did in fifty.
Search “vegan food” on TikTok and you’ll tumble into a glittering wormhole of mushroom jerky hauls, cruelty-free makeup tutorials, and Gen Z creators turning their oat milk obsessions into social commentary. Hashtags like #PlantBasedLife and #VeganTok rack up billions of views.
But here’s what’s really cool: younger vegans aren’t just showing what they eat—they’re sharing why they eat it. Climate change. Food justice. Mental health. Body image.
“I started going plant-based for my skin, but I stayed for the animals,” says 24-year-old creator Sydney Tran (@syd.eats.plants), whose videos often pair tofu scrambles with bite-sized facts about carbon emissions. “Being vegan doesn’t have to be boring. It can be empowering.”
This vibe-driven activism makes veganism feel fun again—without sacrificing depth.
Accessibility is the new frontier
Another defining trait of younger vegans? They’re not just thinking about what they eat—but who has access to it.
Millennials and Gen Z are far more likely to point out that traditional vegan spaces have been, let’s face it, kind of elitist. Think $9 cashew cheese, wellness retreats, and influencer aesthetics that center whiteness and wealth.
In response, a growing number of young changemakers are spotlighting community fridges, mutual aid, and plant-based traditions from non-Western cultures. Think Afro-Veganism. Barrio vegano. Indigenous food sovereignty.
“Plant-based food has always existed in our culture—we just didn’t call it that,” says Mariana López, co-founder of East LA’s Vegan con Sazón, a pop-up that reimagines classic Mexican dishes without animal products. “Now we’re reclaiming our foodways and making them visible.”
This shift is critical. Because for veganism to be truly sustainable, it needs to be inclusive—economically, culturally, and geographically.
Climate change is personal now
Remember when climate stats felt abstract? Not anymore.
Millennials and Gen Z are the first generations to come of age amid the daily reality of the climate crisis. Record-breaking heat waves. Floods. Microplastic warnings. They're not just reading about the planet—they’re living in its warning signs.
Younger vegans are connecting the dots—and inviting others to do the same. Whether it’s through climate-themed cookbooks or carbon-labeled menus, the message is clear: what’s on your plate impacts the planet.
Rethinking “health” beyond just calories
For older generations, “eating healthy” often meant restriction. Fewer carbs. Fewer calories. Fewer desserts.
But for Millennials and Gen Z, health is more holistic. It’s about gut health, mental clarity, hormonal balance, and joy. That’s why you’ll see adaptogens in smoothies, fermented everything (hi kombucha!), and protein-rich vegan snacks that don’t skimp on flavor.
The rise of mental health awareness has also reshaped the way younger folks view their diets. Studies have linked plant-rich diets to lower anxiety and improved mood—though correlation isn’t causation, and no diet is a cure-all.
Still, the conversation has evolved. Now, “health” isn’t just what’s good for your body—but what’s kind to your mind and the planet too.
How brands and institutions are catching up
Big Food is paying attention—and racing to adapt.
From Starbucks to McDonald’s, major chains are adding plant-based options not just to check a box, but to meet the expectations of a younger, louder, and more climate-conscious customer base.
Meanwhile, universities are embracing Meatless Mondays. Airlines are updating their inflight menus. Even fashion is joining in, with Gen Z fueling demand for leather alternatives like cactus or mushroom leather (yes, it’s a thing—and it looks amazing).
“If you're not talking about sustainability and plant-based living in 2025, you're not relevant,” says trend analyst Jamal Green of Conscious Futures Lab. “Younger generations are shaping the market—and they’re doing it with intention.”
What this means for the future of veganism
Here’s the upshot: Veganism isn’t dying. It’s evolving.
And thanks to Millennials and Gen Z, it’s becoming more colorful, inclusive, intersectional, and creative than ever before.
This evolution invites everyone to the table. Whether you’re a full-on vegan, a flexitarian dabbling in oat milk, or someone just trying to eat fewer animals on weekdays—you belong. No gatekeeping required.
Because the real magic? It’s not in the label. It’s in the movement.
And this movement isn’t slowing down anytime soon.
Want to join in? Here's how to start.
You don’t need to overhaul your entire lifestyle overnight. Try these low-pressure ways to plug into the plant-powered shift:
1. Swap one meal a day
Start with breakfast. Oat milk lattes, chia puddings, and peanut butter toast are all easy wins.
2. Follow a few creators
Check out vegan TikTokers or Instagram chefs who make plant-based eating feel fun and doable (without guilt-tripping you).
3. Explore heritage foods
Look into the plant-rich traditions from your own cultural background. Chances are, your ancestors were more plant-forward than you think.
4. Think community, not perfection
Host a vegan potluck. Support a local vegan business. Or just talk to your friends about why you're curious.
Remember: progress > perfection. Every bite counts.
If You Were a Healing Herb, Which Would You Be?
Each herb holds a unique kind of magic — soothing, awakening, grounding, or clarifying.
This 9-question quiz reveals the healing plant that mirrors your energy right now and what it says about your natural rhythm.
✨ Instant results. Deeply insightful.
