Another brunch, another #vegan added to the pool of 85 million #vegan on Instagram. Not only has veganism become a lifestyle, but for many millennials it’s become a statement, a trend, an Instagram classic. By snapping and tagging their brunch, influencers and customers are providing free marketing to their favourite vegan hang-outs, and retailers are capitalising on this growing trend.
Gone are the days of dry falafel and bland tofu. These new vegan cafés are an Instagrammer’s dream; coveting floral walls, neon words of encouragement and an array of edible flowers on exotic dishes. Some of the most popular places to brunch in London include Dalloway Terrace, Feya and Kalifornia Kitchen.
A report by Forbesstates that millennials value experiences over possessions. More and more customers are happy to pay for food at trendy cafés, on the premise that they’ll get an experience, and a photograph out of it. Due to the perceived increase of social responsibility, many cafés are catering for people with plant-based diets, but appeal to the mass consumer. Neuro-Linguistic Program coach, Rebecca Lockwood argues that social media is one of the main reasons why millennials are splashing their hard-earned cash at these establishments. She states ‘we see what everyone else is doing, and this can cause the feeling of missing out.’ If your favourite influencer brunches at these pretty cafés, you’re more likely to.
Yet this vegan aesthetic may inadvertently tackle climate change. The Vegetarian Societystates that boycotting meat for a year is equivalent to taking a small family car off the road for 6 months. For most, it’s an achievable lifestyle target to meet whilst still living an ordinary life.
So if you’re paying for a gourmet Insta-worthy meal, it may as well be plant-based.