Veganuary (going vegan for January) has been credited with boosting the number of people in the UK choosing to follow the lifestyle full-time.
From 2006 to 2016, it's estimated the number of vegans in the UK jumped from 150,000 to 542,000.
The Vegan Society says the campaign - now in its fifth year - is part of the reason for the increase.
"Vegan is the new vegetarian. It's becoming more accessible," claims Dominika Piasecka from the society.
The ethos of being a vegan centres around animal welfare.
The belief is that no animal should be harmed, exploited or killed for human benefit.
Pro-vegan groups often share videos online featuring industrial farming methods or cases of what they claim to be animal mistreatment.
"The animal welfare argument for becoming vegan makes a lot of logical sense, because actually, most of us are against animal cruelty," says Dominika.
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She says the charity's membership is at an all-time high and it's not just people living in major cities where vegan options tend to be more accessible.
"I mean even McDonalds has a vegan burger," she added.
The fast food chain launched the meat-free option in Finland but if successful may roll it out across Europe.
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Celebrities including Sia, Lewis Hamilton, Ariana Grande and Miley Cyrus have all chosen to go meat-free.
While Twitter has reported an 85% increase in the number of posts containing #veganlife since 2016.
"Veganism is not a trend. It's not a fad. It's here to stay," says Fat Gay Vegan.
The Australian-born blogger, whose real name is Sean O'Callaghan, is one of the people at the forefront of what he describes as a "social shift".