Pythagoras. Tolstoy. Zendaya. These three icons have more in common than you might think: they’re all vegetarians and highly influential ones at that. Of course, famous people have influenced eating habits for thousands of years — but a recent wave of vegetarian celebrities is driving positive change.
Celebrity influence in the public eye
What’s best for your body — keto or the Mediterranean diet? Should you choose air fryer egg bites for breakfast or bran flakes? We all want to eat well and stay healthy, but the dizzying array of options out there means that it’s tough to know if you’re making the right choices. In this sea of noise, it’s no wonder that people are increasingly relying upon celebrity endorsements, particularly when it comes to decisions about diet and health.
One celebrity who has used his platform to advocate for a change to our eating habits is Joaquin Phoenix. Phoenix was awarded an Oscar for his role in the 2019 movie “Joker.” At the 2020 Academy Awards, the actor surprised audiences by using his acceptance speech to discuss intersecting forms of oppression, particularly animal rights. Phoenix spoke passionately about problems inherent within the food industry, saying “We go into the natural world and we plunder it for its resources.” A long-time vegan, Phoenix has also participated in protests and starred in movies in support of animal rights.
Do celebrity endorsements — such as Phoenix’s endorsement of plant-based diets — have the power to influence our behavior? Researchers at the Wharton School of the University of Pennsylvania recently set out to explore whether celebrity endorsements really can affect behavior or whether this notion might just be a popular misconception.
The researchers — Elizabeth Johnson, Michael Platt, Simone D’Ambrogio and Noah Werksman — published their findings in a 2022 paper. In their study, the researchers created mock advertisements of snack foods featuring either celebrities or non-celebrities. It turns out that people were more likely to choose celebrity-endorsed snacks. As Johnson put it, “celebrity endorsement does work.” Pass the Gigi Hadid Pasta, please.
Celebrities aren’t just highly influential — they’re also closer to us than ever, thanks to social media. Unlike Marilyn Monroe’s skincare routine, which just so happened to be preserved in a letter from her dermatologist, modern celebs’ favorite diet and health tips are just a tap, scroll and a swipe away. Recognizing this power, several stars have decided to use their platforms for good by publicly endorsing vegetarianism.
High-profile veggie advocates
Imagine a vegetarian celebrity, and you might picture someone like Gwyneth Paltrow: skinny, blonde and prone to making surprising food choices. But in reality, the list of stars who are also vegetarians or vegans is far more diverse. In fact, there are so many plant-based celebrities out there that PETA has successfully kept a list of “Sexiest Vegetarian Celebrities” running for over 20 years. Featured vegans and vegetarians include activist and former NFL quarterback Colin Kaepernick, country musician Shania Twain and rapper RZA.
For many celebs, vegetarianism and veganism isn’t just a personal choice — it’s also a guiding business principle. Ariana Grande, who has been vegan since 2013, also has a vegan and cruelty-free beauty line. Likewise, Natalie Portman, who has embraced vegetarian and vegan lifestyles, recently launched a collection of vegan shoes. Portman was inspired to create her own line after difficulties finding ethical shoe brands, saying, “Factory farming of animals will be one of the things we look back on as a relic of a less-evolved age.”
With demand for plant-based food options rising, it’s no surprise that celebrities are drawing upon their personal experiences to respond to growing demand. For example, Venus Williams leveraged her background as an athlete to co-found a company that produces plant-based protein shakes. Williams credits plant-based superfoods with “transforming my health” after a “career-ending autoimmune disease.” Her drinks proved to be a smash hit, selling out in less than 24 hours.
The ripple effect of star power
Although things have changed, it wasn’t too long ago that vegetarianism was considered a fringe, even off-putting, lifestyle choice. In the classic 2003 rom-com “How to Lose a Guy in 10 Days,” Andie, played by Kate Hudson, pretends to be a vegetarian to drive away her romantic interest, Ben, played by Matthew McConaughey. Andie drags the infuriated Ben to a kooky vegetarian restaurant, forcing him to miss the big game. In revenge, Ben later taunts her by claiming that, although he had an asparagus casserole all cooked and ready for their date night, he has to cancel their evening together so he can work.
Today, Kate Hudson has a primarily vegan beauty company and embraces a plant-based diet. Matthew McConaughey, although not fully vegetarian or vegan, reportedly participated in Mark Bittman’s “Vegan Before 6:00” diet, which aims to ease people into vegetarianism.
Celebrity endorsements of plant-based lifestyles have clearly helped change our culture, increasing the visibility and legitimacy of vegetarian diets. Billie Eilish, who has over 110 million followers on Instagram, has been a vocal proponent of the ethical and environmental implications involved in choosing vegetarian and vegan options. After being raised vegetarian, Eilish made the decision to go vegan at age 12 after learning about the dairy and meat industries. “Once you know about that kind of thing and you see it it’s really hard to go back… I just can’t go on in my life knowing what’s going on in the animal world and not doing anything about it.”
Eilish has used her celebrity status to make it easier for others to choose plant-based options. Together with her brother, Finneas O’Connell, and restauranteur Nic Adler, Eilish opened Argento, a new plant-based Italian restaurant in Los Angeles. Eilish stressed the importance of creating an accessible and open eatery, saying “Ten years ago there was nothing vegan anywhere, and now it’s so much more universal.” Eilish isn’t just talking the talk: she’s also walking the walk to make it easier for her fans to try out plant-based options.
The taste of change
Stars are tastemakers: we look to them for our cues on what to wear, what to buy and now, what to eat. The diverse range of celebrities that have embraced vegetarian lifestyles has certainly helped their fans understand and approach plant-based choices.
A 2019 study published in the Journal of Marketing Communications confirmed that “celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan.”
When it comes to vegetarianism, celebrity influence can’t just be reduced to providing more information and visibility. Stars have also done something new: they’ve imbued plant-based lifestyles with the X factor. So next time your family member teases you for ordering a salad when you’re out to dinner at a steakhouse, you can laugh it off because you’re eating like Ariana Grande.
Mandy Applegate is the enthusiastic creator of the vegetarian website Splash of Taste; she makes meat-free cooking fun and easy. When Mandy’s not cooking and writing, you’ll find her traveling, exploring countries and cuisines, and spending time with her chihuahua.