Veganuary research

Veganuary Research
Hannah Woollaston

Secondary research
Source: http://www.veganuary.com/people/morrissey/ Morrissey factfile
Summary
This fact file is about Morrissey being a vegan, this shows the audience his opinion using famous quotes given by
the musician. It concentrates on his concern of violence being built into our society, which encourages him to stay
vegan. This also gives his personal story of why he became vegetarian in the hope of encouraging other to follow.
Quotes
“Violence is built very solidly into our society, and it is nowhere more apparent than the despair of factory farming
and the slaughterhouse – both monuments to human selfishness.” – I was unable to find this interview on rolling
stone which makes the truth of the quote questionable.
‘He now prohibits the sale of
animal products at his concerts.’
I found this to be true when
reading his interview with
rolling stone magazine. -
http://www.rollingstone.com/m
usic/news/morrissey-to-
perform-at-meat-free-staples-
center-20130219
Further research
further research I could do would be to look further into his
views as a vegan, as this article only has a couple of quotes.
I should also try to get some more background about him
from websites such as Wikipedia.
Tags: Morrissey, Vegan, Concerts, audience, violence

Secondary research
Source: http://www.veganuary.com/why/animals/chickens/
Summary
This table is on veganuary’s website as part of an article about why people should be vegans purely
because of what happens to chickens and other animals. The table shows the audience the exact figures of
the ages each type of chicken should live to, including the ages they actually live to when being bred for
meat.
Quotes
There are no quotes in this table but on the bottom of the page they provide a source as to where they
collected those figures from which is http://www.rspca.org.uk/adviceandwelfare/farm/slaughter/factfile
[Accessed 14 September 2011].
Further research
Further research I could do is to look at the RSPCA’s website where these figures are from. This could
provide me with more information which I could use in my booklet.
Tags: veganuary, chicken, lifespan, figures, age

Secondary researchSummary: This article is taken from The Vegan Society’s website, and talks about the supposed health benefits of
being vegan, this includes mentioning how being vegan is meant to help reduce the health problems such as
heart disease and cancer.
Quote: ‘Well, eternal youth might be a bit optimistic, but there are certainly many scientifically proven benefits to
vegan living when compared to the average western diet.’ this is a sentence taken from the article below, it does
not provide any links to where people can see the ‘scientific evidence’ but this is on a popular and trusted vegan
website so I would believe this information.
Quote: ‘…helping mitigate some of the modern world's biggest health issues like obesity, heart disease, diabetes
and cancer. For more information on living a healthy, vegan life, check out our nutrition section.’ this is another
quote taken from the article, this is what the ‘scientific evidence’ mentioned in the above quote is meant to show
is helped by being vegan. This quote also gives the audience the chance to look further into how vegans can and
do live a healthy life by providing a link to the nutrition section, which helps to make it more reliable ad trusted.
Source:
https://www.v
egansociety.co
m/try-
vegan/why-go-
vegan
Further Research: more research I could do regarding this article would be to look more into the ‘scientific
evidence’ they mention to see exactly what the health benefits are and if this website is accurate in what it
tells the audience and to find out if being vegan does help prevent diseases such as diabetes and cancer.
Places I could look for this information could be the NHS site.
Tags: vegan society,
nutrition, NHS, health,
lifestyle

Secondary research
Summary: this is an article about famous actress, Natalie Portman deciding to stop being vegan and go back to just
being a vegetarian during her pregnancy. The quotes are taken from another interview she did with Q100 Bert Show.
Source: http://www.usmagazine.com/celebrity-moms/news/pregnant-natalie-portman-quits-veganism-2011114
Quote: "I was listening to my body to have eggs and dairy and that sort of stuff.” this quote is taken from a phone
interview she did on a radio show, this would suggest that the quote is true because a lot of people will of heard
her say it so it would be difficult for this publication to twist that. This quote would show to the audience
whether they are already vegan or are thinking about it that it is okay to struggle with it sometime, this would
encourage people to become vegan because they wouldn’t feel as pressured.
Quote: "I know there are people who do stay vegan," she added, "but I think you have to just be careful, watch
your iron levels and your B12 levels and supplement those if there are things you might be low in in your diet.”
this quote is interesting because it conflicts with the websites such as Veganuary and The Vegan Society
because its basically saying that by being vegan its not as healthy as people may think, especially when
pregnant as you may lack and struggle to get source of iron in your diet.
Further Research: more research I could do is to
look further into the health risks of being vegan
as well as the benefits, this would be interesting
for my booklet as a lot of websites only cover
the benefits and I think its fair for people to
know both sides of the story to help them make
a decision on turning vegan. I could find more
information on the NHS website as they will be
un-bias.
Tags: Natalie portman, quits, veganism, iron,
health, risks

Secondary researchSummary: This is taken from the Lush website, it is their frequently asked questions page, it explains clearly why they
are not fully vegan yet it also helps vegan customers as it tells them that most of the time there will be an alternative
product which Is vegan. It also tells them that all products are clearly marked which makes it easier for them.
Quotes: ‘80% of our products are suitable for vegans, but there are a few ingredients like milk, honey, lanolin and
eggs, which are beneficial for the skin or hair, and which we use in some of our products.’ this quote, taken from
Lush’s answer, they fully justify why some of their products are not vegan and do this successfully word it in a non
offensive way for people that are vegan.
Quotes: ‘However, we always keep vegans in mind when formulating new products, and we try to ensure that there
is a vegan alternative available in all of our different ranges.’ this quote adds emphasis to the fact veganism is not
widely accommodated for in the way being a vegetarian is yet, but companies like Lush are trying to create products
to make it easier for vegans to shop at places they like without being restricted, this is also done by marking their
vegan products clearly as it says here: ‘All our vegan products are clearly marked, so you can make an informed
choice about the products you use.’
Source: https://uk.lush.com/help/faqs/products
Further Research: more research I could
do would be to look at more makeup and
products which are already/aiming to be
vegan friendly. This could involve looking
at articles, the websites themselves and
other websites which are dedicated to
informing people on whether a certain
product is vegan.
Tags: makeup, lush, cosmetics, products,
faq, skin, hair, honey

Secondary researchSource: http://www.theflamingvegan.com/view-post/The-Tarte-Dilemma-and-the-Search-for-Truly-Cruelty-Free-Cosmetics-1
Summary: As part of my further research from the last slide I decided to look at makeup brands that are vegan/cruelty
free, to summarize this article, it outlines that because Tarte has now changed hands, the crossover has now left Tarte’s
vegan/cruelty free status in question. However, it does state that vegan regulators such as PETA do still think that Tarte is
vegan. As this is only written by a blogger and has no links to back up as to where they have received this information I
would have to research further to see how accurate this information is.
Quotes: ‘As far as Tarte goes, it is clear that they care more about money than they do about selling a truly cruelty free
product.’ this is a quote taken from the end of the article which makes it end on a bad note and makes it bias because the
writer of the article disagrees with the fact Tarte is still vegan so much that this would rub off on their readers.
Quotes: ‘loyal vegan customers were
understandably upset, and Tarte CEO Maureen
Kelly’s response did little to ease their concerns.’
this also makes the company look bad which will
have an influential impact on their readers, again
showing this is a bias article.
Further Research: I could look into what it says
on Tarte’s website about them no longer being
vegan and just being cruelty free, I could also
look and see if there have been any direct
interviews with the CEO of the company,
Maureen Kelly.
Tags: Tarte, maureen kelly, customers,
cosmetics, makeup, bias

Secondary research
Source: http://kidshealth.org/teen/food_fitness/nutrition/vegan.html
Summary: This piece of writing clearly explains what vegans can and can’t eat, it also explains clearly the less obvious
things that people may not think of such as animal byproducts like gelatin and shellac. This is helpful information for
vegans and people thinking about becoming vegans because it explains in a simple way without overcomplicating it. I trust
this article to be accurate, as this exact piece of writing can be found on other trusted websites such as Veganuary and The
Vegan Society etc. so it is highly likely to be accurate.
Quotes: ‘While those are obvious animal products, many animal byproducts are things we might not even realize
come from animals. These include:’ this is a quote taken from the article, it shows how informative and helpful the
article is, this would encourage readers that were already thinking about becoming vegan to actually do it because it
explains everything easily which is encouraging.
Further research: Looking into this more I could ask
questions about this information in my primary research,
when doing questionnaires I could ask people, both vegan
and non vegan what they think about having to avoid all
this byproducts like gelatin and silk. I could also ask vegans
if they find that difficult to do sometimes and I could ask
non-vegans that if they were thinking about vegan that if
reading that would put them off.
Tags: byproducts, gelatin, silk,

Secondary research
Source: http://vegankit.com/why/
Summary: This article sums up why vegans don’t agree with eating meat, it is taken from a trusted and long
established website called Vegan Kit, they explain clearly what animals mean to the world and say why vegans don’t
think different types of animals should be treated differently to others.
Quotes: ‘When they pass away, we mourn them. We no
doubt also believe that they enjoy being alive as much as
they enjoy the company of others. Yet, for other animals, we
stick forks and knives into their bodies and wear their skin as
clothing.’ this is quite a lengthy quote but it demonstrates
the views of vegans and why they do not eat meat very well,
this quote may only be on one website but I still think it is
relevant to a lot of vegans views because the same sort of
thing is said on the Veganuary website and The Vegan
Society. Also, as quite powerful and emotive language is
used in this quote it means that people would be quite
shocked as it quickly turns into quite a depressing paragraph
which is likely to encourage others to turn vegan which is
one of the purposes of the website.
Further Research: extra things I could look into when
carrying out my primary research would be the personal
thoughts of vegans and ask them through questionnaires
‘why don’t you eat meat?’ and see what they say to see if it
relates to this because the quotes would be useful to my
booklet.
Tags: animals, vegan, starter kit,

Secondary research
Source: http://www.medicalnewstoday.com/articles/149636.php
Summary: This article is written by medical news today and provides the readers with a lot of links as to where
they have got the information from, this makes the article seem more trustworthy because they have referenced
where they have got the facts from and they are also from trusted sites. The article tells people what the danger is
of eating a non-vegan diet, and the tests that have been done to prove this, it doesn’t mention the benefits of
being vegan as such, just the dangers of not being one. This then would encourage the audience to go vegan, if
they were already thinking about it.
Quotes: ‘Eating animal fats and proteins has been shown in studies to raise a person's risk of developing cancer,
diabetes, rheumatoid arthritis, hypertension, heart disease, and a number of other illnesses and conditions.’ This
quote shows how the article does not talk about being vegan directly but it does warn people of the dangers of a
non-vegan diet. However, even though the article does reference where a lot of the information has been found, it
doesn’t for this section, leaving its accuracy in question. However this does seem like a trustworthy website
because a link to this page can be found on the NHS site.
Quotes: ‘Men with early stage prostate cancer who make
intensive changes in diet and lifestyle may stop or perhaps
even reverse the progression of their illness, according to
one study published in the Journal of Urology.’
Tags: health benefits, vegan lifestyle, diabetes, heart disease
Further Research: extra research I could do would be to
look further into the reference links it provides and see
what they say on their website to see if the medical news
today article is accurate.

Secondary research
Source: http://www.peta.org/issues/animals-used-for-food/global-warming/
Summary: This is from a trusted site called PETA, they are well established and trusted. They often protest against
animal cruelty and now the website also includes articles on being vegan and the benefits of that. This article, in
summary, talks about the good impact that being vegan has on climate change. This article also explain exactly how
being vegan helps with climate change because it lowers the emissions give out into the atmosphere when raising
animals for meat.
Quotes: “The United Nations has also said that raising
animals for food is “one of the top two or three most
significant contributors to the most serious environmental
problems, at every scale from local to global.” this quote
is written in bold in the article and would be persuasive in
helping people who are concerned about climate change
to become vegan, because of the language and words
used it also makes the article sound more urgent for
example the words ‘significant’, ‘serious’ and ‘problems’
create concern.
Quotes: ‘A staggering 51 percent or more of global
greenhouse-gas emissions are caused by animal
agriculture, according to a report published by the
Worldwatch Institute.’ This quote is backed up with where
they have got it from (Worldwatch Institute) this makes
the website look more trustworthy to the reader and they
are then more likely to act and at least think more about
becoming vegan.
Further research: I could look at worldwatch institute to
see what they have to say about vegans and the
environment.
Tags: environment, global, greenhouse-gas, PETA

Secondary research
Source: http://features.peta.org/how-to-wear-vegan/
Summary: This is taken from PETA in the vegan section of their website, it provides the reader with a simple and easy
to follow vegan clothing guide by listing vegan materials and non-vegan materials along with images to provide
visuals. They also provide a chart like this for shoes, purse/wallets, ties, suits, coats and jackets and scarfs which is
helpful because it covers the majority of clothing types.
Quote: ‘Wearing vegan is easy once you know what to look for. Use this guide to read labels quickly to identify
vegan materials as well as commonly used animal products that you'll want to avoid.’ this quote tells the audience
that dressing vegan is easy, this is further encouragement to help and persuade people to become or try being
vegan.
Further Research: I
could look into vegan
specific clothing
brands, to see just
how easy it is to dress
vegan like this
website claims.
Tags: vegan clothing,
PETA, clothes,
materials

Secondary research
Source: https://www.vegansociety.com/shop/books/500-vegan-dishes
Summary: This is a vegan cook book which is recommended by The Vegan Society, it provides 500 vegan dishes so it
makes it easy for vegans and people new to being vegan especially to be to cook there own meals at home.
Quote: ‘500 Vegan Dishes is a brilliant new collection of animal-free recipes providing tasty dishes for all occasions from
breakfast, family meals, food for entertaining and baked treats.’ This quote makes the recipes sound really nice which
adds encouragement to become vegan- could make the website sound bias.
Further Research: looking into this more, I could
research other vegan cook books and also, as part of my
primary research ask other vegans if they find recipes
and cook books helpful for ideas of things they can eat
and make themselves.
Tags: vegan, cook book, the vegan society, meals,
home

Primary research
As part of my primary research, I wrote a set of 11 questions and set them to eight vegan bloggers which I found
on Instagram, I decided to send the questionnaire to these types of people because they seem to be very happy
to talk about being vegan and are more than happy to promote it so I thought I would get a decent set of
responses from them. The age of the bloggers is also the same age as the target audience for my booklet so I
thought interviewing them would make the booklet more accessible for my target audience, I also think the fact
the bloggers are so well connected with social media this will give the people that read the booklet a place to
follow up there interest by looking on their Instagram/blog, hopefully giving people more persuasion to go vegan.
(Analysis of responses on next slides.)

Response 1- Justine
Instagram:
justinekeptcalmandwentvegan

Response 2- Lisa
Instagram: vegan_bob

Response 3- Daniella
Instagram: vegan_Danni

Response 4- Alex
Instagram: alexbeckett_

Veganuary research

More Related Content

Similar to Veganuary research

More from hannahwoollaston

Recently uploaded

Veganuary research