Veganwashing: Brands and States Exploiting Veganism
In a book released on May 17th, historian Jérôme Segal sheds light on how the Israeli government, Tesla, and Herta are using veganism to enhance their public image. An imposture that could undermine the anti-speciesist movement.
What is Veganwashing?
Veganwashing occurs when an entity, whether a company, a state, or an organization, decides to promote veganism not for environmental, health, or ethical reasons, but solely to improve its image. When Tesla announces vegan leather seats in their cars or Ferrero introduces a fully vegan version of their popular hazelnut spread, it’s a prime example of veganwashing.
Only 0.5% of French people are vegans.
The trend of veganwashing is relatively recent, closely tied to the rise of veganism. While the term “vegan” dates back to 1944, its prevalence in France has only significantly increased over the past two decades.
Why is veganism more susceptible to appropriation compared to other movements like feminism or LGBTQIA+?
Veganism is a fluid movement with varying degrees of activism among its adherents. Unlike other more structured movements, there is no official body representing veganism in France. This diversity and lack of centralization make veganism an easy target for exploitation.
The Israeli Example of Veganwashing
The term “veganwashing” first emerged in Israel in 2013, coined by jurist Aeyal Gross to describe Prime Minister Benjamin Netanyahu’s utilization of veganism to portray Israel in a falsely positive light. By showcasing Israel as a vegan-friendly haven, the darker aspects of the country’s policies are conveniently brushed aside.
Conclusion:
Veganwashing is a growing concern as brands and states capitalize on the popularity of veganism to advance their agendas. Understanding the true essence of veganism and its underlying values is crucial in combating these forms of exploitation. While the movement may face challenges, cultural icons and influencers are playing a vital role in dispelling misconceptions and promoting a more nuanced understanding of veganism. “Veganwashing: The Political Instrumentalization of Veganism” by Jérôme Segal is a must-read for those interested in the intersection of politics and veganism.