I had the pleasure of facilitating this conversation for Stand alongside Faye Neomy-Grace Lewys, Claire Ogley, Nusa Urbancic and Nada Farhoud. Speakers who exude passion, but from very different perspectives within the movement: from policy and research to comms, campaigns and media. And for simple reason that the movement is at risk from all angles: economic pressures, cultural pushback and a growingly aggressive industry-led resistance.

The era of pushback

As our discussion highlighted, veganism isn’t fading because people have stopped caring, it’s being deliberately challenged. Meat and dairy lobby groups are working hard to push the narrative that plant-based diets are exclusively unhealthy or “ultra-processed.” These narratives are amplified through PR, influencers, and celebrity chefs, subtly shifting perceptions back towards what’s “normal”, “natural” and “necessary”.

This isn’t just happening in marketing. We’re seeing it in regulation too, with labelling restrictions on meat and dairy terms arguably the most damaging. Beyond this, veganism has become a scapegoat for the woes of farmers despite intensive animal agriculture and mega farms continuing to grow expansively. The result is a cultural climate where facts are drowned out by fatigue, and public perception is actively distorted by powerful vested interests.
Whoever tells the best story wins

One thing we all agreed on is that the media landscape is both a challenge and an opportunity. Negative headlines and misinformation dominate, leaving audiences angry, or worse apathetic. Yet when science-led facts about health and the environment are paired with compelling, compassionate storytelling, they can cut through the noise and allow individuals to make informed choices that resonate with their values.

I’ve long believed that while personal choices matter, they can’t carry the full weight of systemic change. Without stronger political backing, transparency from corporates, and policies that make sustainable eating the easy choice, progress will stall. Many vegan products were set up to fail under investor pressure for quick wins, not because of waning consumer interest but because of an unequal playing field with their meat and dairy equivalences.

We’re stronger together

The roundtable made it clear: if we want momentum, we need coordination and an umbrella movement that unites campaigners, policymakers, and businesses around a shared agenda. That means challenging greenwashing, demanding transparency, and focusing on structural levers, not just lifestyle shifts.

While I have my doubts that we’ll ever see a wholly vegan world, I am confident in a future where reducing meat and dairy becomes the cultural norm. That alone can open the door for more people to take that extra step, whether it be switching out dairy milk, or moving away from leather. Our job is to take people on that journey, not by shaming or overwhelming them, but by inspiring them with the narratives we share. It is imperative that we reclaim this narrative to bring back momentum to the movement.

Because veganism, at its heart, isn’t just a diet. It’s a way of life rooted in compassion . And that’s the story I’ll continue to tell through my work, my conversations, and the platforms I have the privilege to use. And in taking the time to reflect on our collective experiences and reframe where we go next, I feel the energy shift once more . It feels like optimism.