A growing number of celebs are using their platforms to elevate new startups, entrepreneurs, and causes that they believe in. More and more, they’re investing in a broad range of sustainability-focused startups that are doing good for the planet, including food tech brands, fashion lines, and beauty brands. 

Celebrities using their platforms for good

Take Grammy Award-winning musician Rihanna, for example. The business mogul, who recently achieved billionaire status last year, is using her affluence to fight the climate crisis. Earlier this year, she pledged $15 million through her charitable organization, The Clara Lionel Foundation, to groups that are working to mitigate global warming. She’s also invested in the vegan cookie brand Partake Foods.

Then, there’s Jay-Z. The most prolific celebrity backer, according to the Celebrity Investments Index, the hip-hop artist and entrepreneur has made a number of lucrative investments through his investment firm, Marcy Venture Partners. Jay-Z—whose real name is Shawn Carter—is heavily involved in the plant-based food space. He’s invested in countless vegan brands, including Impossible Foods; Los Angeles-based cashew cheese brand, Misha’s Kind Foods; Swedish oat milk brand, Oatly; and plant-based chicken brand, Simulate.

And one would be remiss not to mention Leonardo DiCaprio, the founding father of sustainable celebrity investments. The Academy Award-winning actor has invested in numerous sustainable startups, including lab-grown diamond company, Diamond Foundry; recycling technology company, Rubicon; and he was an early investor in electric car-maker, Fisker.  

Celebrity investors are also tackling waste

DiCaprio’s organization, the Leonardo DiCaprio Foundation—which he founded in 1998 to support sustainable organizations and initiatives—is especially interested in the zero-waste sector. 

According to Terry Tamminen, the foundation’s CEO, figuring out how to finance the transition to a zero-waste future is a major economic opportunity—one that the foundation supports. 

“Investing in converting waste to valuable materials is of interest to investors because of climate change, tremendous pressure on natural ecosystems, better technology for conversion and the need to harvest more materials locally,” Tamminen explained.

Through his VC firm, Jay-Z also invested in British Columbia, Canada-based brand Pela, which makes compostable cell phone cases and phone grip stands.

They’re not the only celebrities backing the zero-waste industry. As environmental awareness increases, so too are investments in this field, helmed by the likes of Beyoncé, Ashton Kutcher, and Zooey Deschanel. Here are other celebrities using their influence to move the needle forward on sustainability.

Leonardo DiCaprio is continuing his support for the environment with his latest investment, a cultivated seafood startup called Wildtype. Shopping for a new ride? The DeLorean is going back to the future as an electric car. It’s not the only one… Los Angeles firefighters will soon be putting out flames in a new electric fire truck.

For the first time ever, grocery stores will soon get vegan milk that’s “virtually indistinguishable” from cow’s milk.

And in good news for the planet and its inhabitants: Indigenous Ecuadorean peoples now have the right to decide what happens to their land. And mink farming could be banned in the US.

Catch the full news recap in the video above.

Vegan women celebrities are a growing group in Hollywood, and that’s great news for animals, the planet, and the women who’ve opted to ditch meat. 

In fact, interest in veganism on the whole is on the rise, and that’s likely at least partially due to the fact that famous women like Kim Kardashian and Katy Perry are experimenting with vegan diets.

The Google Search team recently confirmed to LIVEKINDLY that search interest in veganism reached an all-time high in the U.S. in November 2019, shortly after Kardashian first announced she was enjoying a plant-based diet. Even though search data fluctuates from year-to-year and even month-to-month, it’s clear that people are interested in veganism.

Keep reading for women celebrities who are living their best lives on a plant-based diet and showing that it’s not just a trend. For them, it’s a lifestyle.  

She was the first to offer truly inclusive foundation

Before Fenty—which is named after the singer herself, whose real name is Robyn Rihanna Fenty—the beauty industry standard was white skin first. People of color were an afterthought. For evidence of this, you only had to glance at the foundation and concealer shades on offer. There have always been multiple light shades available, but only a handful of dark. On a mission to smash this status quo, Fenty’s Pro Filt’r Foundation launched with a groundbreaking 40 shades, evenly-distributed from dark to light. The singer’s instincts were spot on: Fenty made more than $100 million in sales in just one month. Today, Fenty is valued at almost $3 billion.

Pro Filt’r Foundation now comes in an even more inclusive 50 shades, from the whitest of white, suitable for people with albinism, to the darkest of dark. And as for other mainstream brands, Fenty forced them to catch up and diversify their products. Now, most foundation ranges offer around 30+ shades. Estée Lauder’s Double Wear Stay-In-Place collection has a whopping 60.

She puts racial diversity front and center, always

Foundation shades are important. Really important. But they are just one small part of diversity in beauty. Another important part: visual representation in digital campaigns and social media. But again, this has historically been lacking in fashion and beauty. Just one year before Fenty’s launch, a study revealed that nearly 80 percent of models in print ads were white. It noted that of the world’s highest paid models, the majority were white and slim. But Rihanna was, and continues to be, uncompromising when it comes to diverse representation in campaigns and advertisements. 

In Fenty’s first-ever campaign video, the singer-turned-CEO made sure that the industry’s most underrepresented communities were front and center. In the first few seconds, British-Jamaican model Leomie Anderson struts onto the screen. She’s followed by Slick Woods, known for her bald head and gap toothed smile. Then there’s Halima Aden, the Somali-American known for being the first-ever hijab-wearing model in the Miss Minnesota USA pageant. To this day, every shoot for the brand has followed suit. And on social media, Fenty frequently partners with influencers of color, elevating their profiles on its main Instagram account (which, naturally, boasts a cool 11 million followers).

She’s gender inclusive

The beauty industry isn’t just whitewashed, it’s gendered too. Historically, skincare and makeup products have been seen as a woman’s game. But people of all genders love beauty. That’s why gender-neutral brands, like We Are Fluide, Jecca Blac, and NOTO Botanics, are becoming more and more commonplace. Being gender inclusive is particularly important to young people, who are the most likely to identify as non-binary or trans. In fact, research by McKinsey shows that nearly half of Gen Z consumers place value on brands that don’t split products up into “female” or “male.”

With Fenty Beauty and Fenty Skin (her vegan skincare brand, launched in 2020), Rihanna works with models and influencers of all genders. Plus, every social media post with a model lists pronouns in the caption. It’s no surprise then that Fenty Beauty is a favorite among young people: a VSCO survey on Gen Z consumers found that Fenty Beauty is the most loved brand in this age group for inclusivity and representation. The second? Rihanna’s lingerie brand, Savage X Fenty. 

She shows that everyone deserves a place in the spotlight

Not only does Savage X Fenty offer lingerie and underwear for every gender, but it also makes sure the disabled community feels represented too. For its fashion shows and digital shoots, the brand hires models with limb differences and wheelchair-users.

Speaking about her experience at Fenty X Savage’s 2021 fashion show, Shaholly Ayers, a congenital amputee, told Forbes that the Fenty catwalk was the most “inclusive production” she had ever been a part of. “We had people from all walks of life together on set; almost every body type, race, sex, and celebrity all mixed together,” she recalled. “We were all treated equally and no one was more special than the next.”

She breaks down pregnancy style barriers

If you Google “maternity style,” you get hit with several search results for long flowy tops, stereotypically feminine calf length dresses, overalls, and of course, stretchy pants. These all have their place, of course. When it comes to dressing a bump, it all depends on individual preference and comfort. But since she announced her pregnancy in the coolest way possible—wearing a vintage Chanel pink coat with low-rise ripped jeans and belly jewelry—Rihanna has repeatedly demonstrated that pregnancy style doesn’t have to be demure. It can be risky, powerful, bold, and yes, even sexy. Heck, you can even wear lace-up tops and low-waist pants with a slit if you want. Rihanna shows time and time again with fashion and beauty: the rules are there are no rules.

She backs sustainable beauty solutions

It’s no secret that beauty has a big impact on the planet. Every year, the industry as a whole produces around one billion units of packaging. With Fenty Beauty and Fenty Skin, Rihanna recognizes there is work to do, but she is always looking for more sustainable alternatives.

Fenty Beauty recently launched its Fenty Icon Refillable Lipstick, and Fenty Skin offers several refill options, including its Butta Drop Whipped Oil Body Cream and its Hydra Vizor Invisible Moisturizer. The brand is also on a mission to eliminate excess packaging where possible. Plus, each product page has an “earth-conscious details” section with guidance on which specific parts of the packaging are recyclable or reusable.

“Nobody is perfect,” says Rihanna regarding Fenty Skin’s commitment to sustainable packaging. “But I really believe we can try our best to do right and we’ll keep evolving as we go.”

She uses her wealth for good

Rihanna’s environmental efforts aren’t limited to beauty. The singer uses the considerable wealth generated by her brands (she’s officially a billionaire now) to support climate justice.

Earlier this year, she made a $15 million pledge to The Clara Lionel Foundation (CLF). She originally founded the organization in 2012, and named it after her grandparents, Clara and Lionel. The nonprofit supports projects around the world, prioritizing communities of color that are disproportionately impacted by the climate crisis. So far, CLF has raised $80 million and funded more than 150 projects in around 20 countries.

Rihanna’s brands link up with her philanthropy, too. Last August, Savage X Fenty launched a sleepwear collection to support CLF. And in May, Savage X Fenty and CLF teamed up to award five grants to LGBTQ+ organizations, including the Trans Wellness Center, which provides life-saving and life-sustaining services to the trans community, and The Caribbean Equality Project, which helps to support LGBTQ+ people in the Caribbean with funds and wellness programs. 

The Grammy Award-winning musician announced last year that her 2022 tour would be climate positive. She performed the first show on a cold and rainy Thursday to a sold-out Smoothie King Center in New Orleans.

The coronavirus-delayed tour is Eilish’s first in two years and celebrates her chart-topping sophomore album of the same name, which was released last July. Twenty-four-year-old pop artist Dora Jar was originally booked as the opening act but came down with an illness just before the show. “Bone aching fever has just arrived, Covid is a sneaky devil,” she tweeted. 

This led Eilish to start the show thirty minutes early, at 8:30 pm. Wearing one of her signature baggy outfits—a yellow t-shirt, shorts, and short black hair in pigtails—the 20-year-old singer emerged from beneath the stage to “Bury a Friend.”

Her brother, co-writer, and producer, Finneas, played keyboards, bass, and guitar throughout the 90-minute set. During her performance of “All the Good Girls Go to Hell,” footage of environmental disasters played on the screen behind Eilish, NOLA reports.

“I cried like five times in rehearsals,” she revealed after the song. “But it’s important that we see what the [censored] is going on.”

Billie Eilish is fighting climate change on tour

Eilish, who is notably outspoken on social justice and environmental issues, is partnering with the music-led environmental nonprofit REVERB to minimize the footprint of playing huge shows and traveling for months at a time with an entourage of crew and equipment.

REVERB’s “Music Climate Revolution” project aims to help bands reduce their environmental impact. It also helps them to educate and empower fans to take climate action, and partner with other music-related businesses and organizations to make the industry more sustainable.

All of the “Happier Than Ever” tour’s carbon emissions will be carefully calculated, from transportation to hotel stays, and then offset through the funding of “diverse global projects with a focus on frontline and BIPOC communities facing the worst effects of the climate crisis.”

At each of Eilish’s “Happier Than Ever” shows, REVERB will also set up an Eco-Village on the concourse for all ticket holders. Each village offers custom reusable bottles in exchange for donations. Free water refill stations will encourage reuse and discourage disposables.

Fans can meet groups doing important community work, connect with HeadCount to fight ongoing voter suppression in the U.S., and test their climate knowledge with a quiz designed by REVERB. Those who take action at the Eco-Village can also enter a prize draw to win a signature Billie Eilish x Fender ukulele signed by the artist herself.

“I’m thrilled to work with REVERB to make climate action part of my tour and everything I do,” said Eilish in a press release for the Music Climate Revolution.  “We face a climate emergency, and we all have a responsibility to spread that call to action.”

Plant-based food, compostable containers, and recycling

According to REVERB, other efforts include priced-matched plant-based food and drink options at all venues, as well as plant-based catering for everyone on the tour.

Support + Feed, a plant-based nonprofit fighting food insecurity, will also be in attendance at each Billie Eilish show. The organization was notably founded by Maggie Baird, an actor and the mother of Eilish and Finneas.

Reusable or compostable bottles, service ware, and utensils in catering and on buses, plentiful water refill stations, excess food donations, excess toiletry donations, recycling, composting, and battery reclamation will all help to trim the astronomical quantity of waste typically produced by a tour of this size.

Bands such as Coldplay and Massive Attack are also exploring this issue, while musicians including Brittany Howard, Jack Johnson, Jason Isbell, Maroon 5, The 1975, The Lumineers, and Shawn Mendes have all signed up to REVERB’s Music Climate Revolution.

During her sold-out show at Atlanta’s State Farm Arena on Saturday, the performer paused the show after noticing an audience member struggling to breathe. Eilish paused the show, to ask: Do you need an inhaler?” She picked back up after giving the fan a moment to recover.

The 28-year-old, English singer-songwriter recently wrapped up his second concert tour, Love on Tour. And he’s currently set to take the stage at Coachella in April as a headliner alongside Billie Eilish, Ye, and Swedish House Mafia. (Send tickets, please…)

But when he’s not making hit records, Styles is busy breaking down barriers. He regularly uses his musical outlet and social media presence to stand up for the causes he’s most passionate about. From dismantling toxic masculinity to advocating for social justice issues, here’s how the musician uses his platform for good.

Harry Styles is shattering gender norms

In December 2020, Harry Styles made history as the first man to appear alone on the cover of Vogue. Even more barrier-breaking was the fact that he donned a lacy white dress and a black tuxedo jacket. 

​​”Clothes are there to have fun with and experiment with and play with,” he told Vogue in an accompanying interview. “What’s really exciting is that all of these lines are just kind of crumbling away. When you take away ‘There’s clothes for men and there’s clothes for women,’ once you remove any barriers, obviously you open up the arena in which you can play.”

Styles’ status as an androgynous fashion icon is long-standing. Harry Styles previously challenged gender norms, being photographed in dresses on numerous occasions. He donned heels in an editorial for Dazed magazine. And he regularly sports colorful, manicured nails. He even launched a gender-neutral beauty brand. Fashionistas, take notes.

He advocates for social justice issues

Styles also showed solidarity during the 2020 protests of police brutality and systemic racism that arose after the killing of George Floyd while in police custody. He took to social media to encourage his followers to “listen, read, share, donate, and vote.”

“I do things every day without fear, because I am privileged, and I am privileged every day because I am white,” he wrote. “Being not racist is not enough, we must be anti racist. Social change is enacted when a society mobilizes.” Following the death of Floyd, Styles also attended a protest in Los Angeles.

He’s big on philanthropy

Styles doesn’t just Tweet about social causes, he donates to them too. During his 2017 concert tour, Live on Tour, the singer raised $1.2 million for 62 charities around the world, including Help Refugees and March For Our Lives. A portion of proceeds from merchandise and ticket sales from his 2020 tour also went to charities like Physicians for Reproductive Health and Choose Love. In support of Black Lives Matter activists, he also pledged to donate to a bail fund for those arrested while protesting.

He doesn’t eat meat

It’s highly unlikely that you’ll find red meat on Harry Styles’ plate—watermelons for him, please. During a 2020 interview with NPR, the musician told NPR Music’s Stephen Thompson he no longer eats meat.

That same year, he also confirmed his diet during his Vogue interview, saying he’s been a pescetarian for three years. He says all of the vegan meals his bandmates prepared while on tour inspired him to eschew meat. “My body definitely feels better for it,” he explained. 

The former One Direction-er doesn’t just stand up for people, he speaks up for animals too. During a 2015 concert in San Diego, home of one of SeaWorld’s largest theme parks, he urged his fans to boycott the attraction.

He supports the LGBTQ community

In addition to speaking up for racial injustice and animals, Styles has been a champion for the LGBTQ community. His 2019 single Lights Up, which was released on National Coming Out Day, has been called a “bisexual anthem.”

He’s a regular at waving the Pride flag onstage during his shows. For Pride month in 2018, he released ​​limited-edition clothing, the proceeds of which went to the non-profit GLSEN (formerly known as the Gay, Lesbian & Straight Education Network). During his 2014 performance in St. Louis, Missouri, he donned a jersey with professional football player Michael Sam’s number on it. Sam was the NFL’s first openly gay draft pick. 

And after seeing a sign that read “I’m gay and I love you” during a 2018 show in Los Angeles, Styles proclaimed: “I mean, we’re all a little bit gay, aren’t we?”

The musician made the pledge through The Clara Lionel Foundation. The organization, which she founded in 2012, works to support and fund climate justice projects in the U.S. and the Caribbean. Rihanna, whose full name is Robyn Rihanna Fenty, hails from Barbados, an island in the eastern Caribbean.

In a statement, Rihanna explained that her organization prioritizes communities of color and island nations because they “face the brunt of climate change.” She said: “Climate disasters, which are growing in frequency and intensity, do not impact all communities equally.”

Known as the climate gap, studies show low-income households and people of color are disproportionately affected by climate change. Communities of color are more likely to suffer climate-related diseases and, compared to their white counterparts, are more likely to live in places that are impacted by climate-fueled disasters like floods.

According to a 2009 report by the University of Southern California, there is a higher risk of death among Black Americans due to extreme climate conditions like air pollution and severe heat. 

Rihanna tackles climate change

To date, The Clara Lionel Foundation has raised $80 million to fund more than 150 projects in over 20 countries.

A total of 18 organizations, which predominantly work to help these marginalized communities, will benefit from the $15 million donation. These include the Black Feminist Fund, Climate Justice Alliance, Native Movement, and Movement for Black Lives.

The grant was made in partnership with #StartSmall, a philanthropic initiative launched by entrepreneur and Twitter co-founder Jack Dorsey.

“I’m moving $1 billion of my Square equity (~28 percent of my wealth) to #startsmall LLC to fund global COVID-19 relief,” Dorsey announced on Twitter in 2020. “After we disarm this pandemic, the focus will shift to girl’s health and education, and UBI. It will operate transparently.”

In 2021, the Square CEO donated nearly $5 million to Water.org, which works to supply clean water and sanitation to communities in need. That same year, $3 million was donated to ​​girls’ education organizations.

A number of other celebrities have launched initiatives aimed at fighting global warming. Actor Leonardo DiCaprio founded his eponymous foundation in 1998 to tackle issues like climate change and the loss of biodiversity around the world.

In 2006, Matt Damon created H20 Africa Foundation, an organization that later merged with Water Partners to found Water.org. Even Prince William is tackling the climate crisis. He launched The Earthshot Prize in 2020, which rewards companies that are working to fight climate change and promote conservation efforts.

If one factor can be pinpointed in the swell of flexitarianism and veganism, it’s our susceptibility to the influence created by apps like TikTok and Instagram—and in particular, to food influencers. Flexitarianism, which practically-minded chefs like Mark Bittman have advocated for years, is suddenly cool with the bad boys and girls. 

While society at large has been slowly shifting to a diet that centers more on plant-based foods, the time for a major societal shift is here. For better or worse, celebrity influence has an impact, shaping our perception of food. For established chefs, that means learning to surf the swell in order to ride this new wave.

The celebrity chef gone meat-free

Celebrity chefs like David Chang and Gordon Ramsay—AKA the chefs least likely to go meat-free—are suddenly flipping to not only cooking plant-based, but also to talking about how essential it is. Guy Fieri’s sister is vegan and his son reps plant-based, low-waste pasta, and Ramsay says his inspiration for vegan cooking is his kids, including his Gen Z daughter Tilly. Wolfgang Puck, owner of Spago and a dozen other eateries, has catered recent pop culture events like the Screen Actors Guild Awards and The Governors Ball as mostly vegan. These majorly public about-faces and newly flexitarian platforms are influencing millions. After all, every time a top chef influencer cooks a vegetable, or flips a piece of tofu—it’s not just a reel—it’s an event that shakes the social media universe.

It doesn’t hurt, of course, that food tech has come so far. The field is exploding, with AI and lab-created foods hitting major tech expos like CES. Chefs aren’t the only ones taking a bite—celebrity investors are latching on too, wooed by the “just like the real thing” promises of modern plant-based brands. Everyone wants in on the hip new market, but there’s also cash to be made in this sector—and the plant-based economy is on a rocketship to the moon. Plant-based meats are projected to blast up to $8.3 billion by 2025, which isn’t so far away. More folks are eating at home as we churn through a seemingly endless Age of COVID, and the food tech innovations we’re seeing will only enable more home cooking, with plant-based options grabbing an ever-larger market share of our grocery budgets. As the pandemic proved that the future of how we eat is at home, even more restaurants will close, and chefs will pivot to collaborations with the next generation of plant-based brands.

These brands are hiring, and we’re listening: Impossible Burgers wowed Chang with their bloody, meaty texture, resulting in their 2016 debut at his New York restaurant, Momofuku Nishi. Silk hired Ramsay to help launch its oat milk, since the chef eschews dairy for his marathon training. Field Roast is so tasty, it got famous K-town chef Roy Choi, known for his Kogi (which literally means “meat” in Korean) food truck empire, shilling its sausages. Most recently, plant-based protein brand Meati hired Tom Colicchio, Top Chef judge and owner of a meat-heavy New York restaurant empire, to beef up its image. And it’s working.

“Both the public and food community adore and trust Tom (Colicchio), and his stamp of approval alone has been so helpful introducing this new food to the world,” Christina Ra, Meati’s Vice President of Brand & Communications, said. “The modest start of our partnership with him, a product giveaway, was very successful in driving thousands of new visitors to Meati’s site. There were five original news stories written that were very positive and ultimately generated more than four million impressions.”

Saying ‘bye’ to the old guard

A mutual symbiosis is at play: these brands understand the mass appeal (and unfortunate sexism) of hiring masculine chefs to beef up their reputations, while the chefs shed the old-school carnivore image and extend their lives with a younger, healthier, more sustainably-minded crowd. 

As flexitarianism and plant-based popularity surge, younger generations are demanding the dietary shift as a norm: while only 2.5 percent of Americans over the age of 50 (ahem… Gordon Ramsay) consider themselves vegetarian, 7.5 percent of Millennials and Gen Z (like Tilly Ramsay and her friends) have given up meat. So Gordon Ramsay isn’t just flipping an eggplant steak because he wants to—it’s because, with three daughters and a planet at risk, he knows he has to level up to survive.

But not everyone loves playing up that bloody image. By influencers, we don’t just mean the celeb chefs. We salute the daily #vegantiktok lifestylers—like Lisa Kitahara (@okonomikitchen), Alexis Nikole (@alexisnikole), Lisa Mai (@thevietvegan), Carleigh Bodrug (@plantyou), Halle Burns (@ballehurns), Joanne Molinaro (@thekoreanvegan), and Tabitha Brown. These influencers built their followings with steady plant-based passion, and have long known what the old guard are finally catching up to: that the audiences, customers, and diners of today aren’t waiting for top-down changes, but are creating this new landscape. Their recipes are easy—because they’re for the people, not the cameras.

These innovative influencers don’t have to stretch to make something plant-based, or adapt a meaty recipe with vegan meat substitutes; the blueprint for their style of cooking is plant-based. Resourceful, beloved forager Alexis Nikole gleans the disregarded weeds of New York’s cement cracks and urban parks and converts them into battered and fried snacks, while Lisa Mai makes scallion pancakes for breakfast and discusses how many Vietnamese dishes are naturally vegan, without substitutions.

Bodrug stands out with her creative TikTok series called Scrappy Cooking—and in her similarly scrappy, sustainability-focused attitude and big love for flexitarians. The cookbook author is not just making pretty vegan dishes, but encouraging viewers to get more sustainable by using all their scraps to make comforting dishes like dill pickle chip soup, crispy potato skins, chocolate berry cake, orange peel candy, and even butternut squash seed milk (don’t knock it ‘til you’ve tried it). She notes that she gets negative comments, but says, “It’s a good thing I’m not making these recipes for internet trolls,” she proclaims on a TikTok video about her version of vegan roast beef. “They’re for absolutely anyone who wants to replace their meat consumption … and of course, for the animals and our planet.”

An end to ‘vegan’ labels–and why’s that’s a good thing

The impact of genuine daily investment, rather than phoning it in for the ads, also beams into our devices from tireless entrepreneur-influencers like Pinky Cole. Founder and owner of Slutty Vegan, a chain of vegan burger spots in the greater Atlanta area, Cole is one to watch—and her followers are glued to her Instagram Live whenever she opens a new shop or debuts a new collaboration. Cole’s brand is consistent, from her devotion to the environment and sustainability, to her proud work in the Black community, from offering scholarships to youth with juvenile offenses, to advocating for health justice and education concerning heart disease and Type 2 diabetes. And while her plant-based menu of sauce-dripping, finger-licking burgers topped with vegan bacon has boosted her number of followers, her fun and inspirational personality is indubitably responsible for the soaring popularity of her restaurants amongst flexitarians and non-vegans.

Cole credits Instagram with her ability to form a community and reach a wider audience beyond the vegan sphere. “We see comments, online and otherwise, coming overwhelmingly from not only vegans, but meat eaters too,” Cole says. “This is so encouraging because those are the people we’re wanting to target. When we’re seeing people that are veggie-curious in our lines and in our DMs, that’s when we know that people are open-minded and willing to give plant-based options a chance.”

The chef believes Slutty Vegan’s mass appeal to flexitarians and omnivores on Instagram, at nearly half a million followers, owes to connecting with the visual appeal of meaty items like plant-based burgers. “I think a big part of it comes from the fact that our burgers don’t look like they’re made with plants, and that can help to shift their mindset. They think, ‘Oh, I can still enjoy life’s indulgences without animal products,’ instead of, ‘I could never give up burgers.’”

As millennials age out of their twenties and Gen Z takes over trend-making, this “vegan army” generation raised by millennial and Gen X parents will dictate what older chefs and restaurateurs cook, sell and brand. With 79 percent of Gen Z reporting a desire to eat meatless several times a week, and 60 percent wanting to base their diets on more “plant-forward foods,” chefs and food influencers will need to understand that it’s not about begrudgingly accommodating “vegan options,” but about joyously celebrating rich, fulfilling plant-based food that doesn’t even need to be labeled “vegan.” The daily bread of life, from work lunches to wedding receptions to road trip food, will be uncuriously, unnotably vegan—and we’re already seeing that paradigm shift reflected in social media, reality television, and pop culture, where “vegan” will no longer be an insult or an abnormality, a punch line, or an inside joke amongst omnivores.

The power of reclamation is clear in communities of color as well. Reclaiming Indigenous and diasporic food traditions has meant uncovering ancestral veganism that #decolonizeyourdiet ‘grammers are reveling in. This racially diverse, sustainably-focused generation of influencers isn’t asking for change, but making it themselves, without a single thought of asking for permission—and why should they? They’re still solving the environmental chaos created by the old vanguard of Boomers, whose chefs will have to run to catch up—or face extinction.

But there’s more to Hamilton than just his need for speed. Off of the racetrack, the Mercedes driver has a big heart. He’s an animal rights activist, a social justice advocate, an environmentalist, and a generous philanthropist. Here’s how the highly decorated speed racer has used his fame for good.

He advocates for plant-based eating

You won’t find meat, dairy, and eggs on Hamilton’s plate. The race car driver eschewed animal products back in 2017 after watching the documentary What the Health. In an interview with BBC, he cited environmental, animal welfare, and health concerns for the dietary switch. 

“I urge you to do some research, find the compassion I know you have within you to recognize what you are contributing to in terms of what you eat which keeps the meat and dairy industry flourishing and therefore, deforestation, animal cruelty, our seas and climate decaying on a daily basis,” he said.

Hamilton, alongside Academy Award-winning filmmaker James Cameron, served as executive producer for the 2019 documentary The Game Changers, which examines misconceptions around plant-based eating, protein, and athleticism.

He uses his social media platforms for good

With more than 26 million Instagram followers to date, Hamilton certainly has a large fanbase, and he’s no stranger to speaking out about issues he cares about on social media. 

A dedicated vegan, the topic of animal rights is a regular topic on his feed. “We all have a voice, I have this platform and so to not use it correctly would be wrong of me,” he posted on Instagram in 2018 alongside a photo from a hog farm. (Warning: the photo is graphic.) “Nobody is perfect, I certainly am not but this is actually happening every day to so many animals worldwide. This is why I have decided to go on a vegan plant-based diet. Yes it’s hard, nothing’s ever easy but I’ve felt the best I’ve ever felt for the past year.”

He’s also used his platform to share his support of LGBTQ+ individuals. In November 2021, donned a custom rainbow helmet during the Qatar Grand Prix. “We stand together,” he wrote on Instagram.

He also regularly discusses sustainability, climate change, and other social justice issues.

He invests in vegan and sustainable companies

Hamilton knows how to put his money where his mouth is. He has invested in several companies that align with his morals. 

The record-breaking racer is a backer of vegan-friendly nutritional drink brand Athletic Greens. He’s partnered with Tommy Hilfiger to release a number of collaborations, which make use of vegan and sustainable materials, such as organic cotton, recycled denim, and Sorona yarn. He’s also invested in vegan burger chain Neat Burger and Chilean food-tech startup NotCo, which makes plant-based meat and dairy products.

​​“I like to think I’m quite good at choosing the business ventures that I enter. I like to think I have got relatively good foresight on a lot of things that I choose to be a part of and do.” he told ESPN about his entrepreneurial endeavors.

He campaigns for social justice

Formula One’s first and only Black driver (in 1985, Willy T. Ribbs became the first Black man to ever test drive a Formula One car), Hamilton has shown his support for the Black Lives Matter movement, speaking out about the inequalities prevalent in the racing industry. 

“​​The inequities within our sport and within the world persist. Change is still needed. We must keep pushing to hold ourselves and others accountable,” he wrote on Instagram in February 2021. “We have to keep striving for equality for all, in order to continue to see true and lasting change in our world. As long as I have air in my lungs, I will continue to fight for change in everything I do.”

In 2020, he condemned police brutality against minorities and urged his followers to speak out against racism. “Please do not sit in silence, no matter the colour of your skin. Black Lives Matter,” he said. The same year, he also unveiled a Black Lives Matter helmet, which featured the words “Still We Rise.” He’s even raced in an all-black car—dubbed the Black Arrow—in support of the movement.

He promotes sustainability

Hamilton is an ardent environmentalist and is committed to lowering his carbon footprint. In fact, he’s pledged to go carbon neutral, sold his private jet, abstained from driving his gas-guzzling sports cars, and has opted to drive electric vehicles instead, such as the Mercedes-Benz EQC and the Smart EQ ForTwo.

“I’m trying to fly less through the year and mostly flying commercial. That has been a big change in my habits. I’ve gone to stay at Bedfordshire with the family instead of flying everywhere,” he explained. “Obviously I’ve changed my diet [to become vegan] which is quite a drastic difference. I have a new Smart electric car at home; I’ve sold several of my cars.”

He’s also eschewed plastic in his home. ​​“Every single piece of plastic ever made still exists today, and a heart-breaking amount ends up being discarded and polluting our environment,” he said. “It was really eye-opening to see the amount of plastic that ends up in our oceans, infecting the habitats of the marine life who live there.”

The famous driver is also aware of the impact that his sport has on the planet. Hamilton spoke out against new Formula One regulations to make cars wider, which would require more energy. ​​​“I don’t understand why we go heavier, particularly when there’s all this talk about being more sustainable and the sport going in that direction,” he said.

He’s a philanthropist

In addition to investing in vegan companies, Hamilton regularly donates to causes close to his heart.

In July, he pledged £20 million to launch his own foundation, Mission 44, which aims to help underprivileged young Brits. To help improve diversity, the group partnered with the educational charity Teach First to recruit 150 Black science, technology, engineering and mathematics educators in England.

In 2020, amid the Australian bushfires, Hamilton donated $500,000 to support Wires Wildlife Rescue, WWF Australia, and the Rural Fire Services. And he encouraged his followers to donate too. “My love of animals is no secret and I can’t help but grieve for the defenseless animals thought to have died so far, pushing certain species closer to extinction,” he said. “I implore you to join me in thinking about the impact we are having on our planet.”

The race car driver has also supported charities like Save the Children, UNICEF, and Education Africa.

He speaks out against animal exploitation

Dog dad to an adorable pooch named Roscoe, Hamilton regularly lends his voice to the voiceless.

He’s rallied to conserve marine life and spoken out against the illegal wildlife trade. “It’s so important that we fight for those that don’t have a voice, animal rights, and protecting our planet’s amazing wildlife,” he said. “The illegal wildlife trade continues to thrive and it damages our environment and threatens endangered species.”

He has called for an end to shark finning, lambasted factory farming, and spoken out about animals in captivity, urging his followers not to support dolphin shows and other attractions that used animals for entertainment. “Please don’t go and support these shows around the world. Don’t buy tickets to show your kids,” he said. “Instead educate them of these horrible things that are happening to the dolphins, whales, and other sea life. These beautiful creatures shouldn’t suffer.”

Hamilton has also called on Mercedes to ditch leather. In response, the company has begun using more sustainable, plant-based materials in their vehicles, including recycled plastic bottle suede and cactus and mushroom leather.

The English musician told BBC Radio London late last month: “I’m trying to buy as much land as possible and plant as many trees as possible. I am trying to rewild as much of the UK as I can. I love my county and I love wildlife and the environment.”

The “Shape of You” singer explained that this is in order to make up for the carbon footprint caused by his job as an entertainer, which is not “a hugely sustainable job” due to the travel requirements. That said, Sheeran announced plans last month that he will most likely be calling it quits on major tours so that he can spend more time with his wife, Cherry Seaborn, and his 16-month-old daughter, Lyra.

In addition to buying up land for rewilding, the 30-year-old Grammy winner said that he is turning his East Suffolk estate, called “Sheeranville,” into a wildlife meadow. This also includes a “massive beehive” and a large pond, which will help to support native wildlife such as newts, salamanders, hedgehogs, and snakes.

How Ed Sheeran’s rewilding plan helps the environment

“The thing with sustainability and being a public figure is when people support it, suddenly people try and find things to call them out on,” said Sheeran. He added that together, “we can all make a difference.”

Rewilding is extremely beneficial to the environment. Ecosystems such as meadowlands, woodlands, moorland, and peatlands serve not only as homes to a wide variety of plants, animals, and fungi, but also as carbon sinks. And, the species that make their homes in these lands help to keep them healthy and thriving. 

However, as a result of hundreds of years of farming, industry, and building, the UK is one of the most nature-depleted countries in Europe. Since the 1970s, roughly 41 percent of species have declined, and many are at risk of disappearing, according to the Natural Biodiversity Network. Certain species, such as the hedgehogs that reside at Sheeran’s estate, have faced a population loss of about 95 percent. 

Rewilding projects like Sheeran’s or projects led by conservationists, such as reintroducing keystone species like bison or ecosystem engineers like beavers, can help to reverse the destruction of nature and in turn, help the UK to lower its carbon footprint.