The Movement Gaining More Popularity Than Meatless Monday

The nonalcoholic movement reserves 37% of the days in a calendar year, nearly three times as many as Meatless Monday

Photo by Europeana on Unsplash

The first time Americans were asked to reduce their meat consumption was during World War I. With the help of soon-to-be president Herbert Hoover, the U.S. Food Administration coined a slogan: Food will win the war. It was an effort to care for struggling Allies and nourish U.S. soldiers overseas that included asking Americans to cut back on their fat, sugar, wheat, and meat consumption through Meatless Tuesdays and Wheatless Wednesdays.

The campaign returned during World War II when Presidents Roosevelt and Truman were called upon to help feed a war-torn Europe. This time, though, Monday was the day of choice to abstain from meat, and 12 million Americans signed the pledge.

In 2003, Sid Lerner, a former advertising executive revisited Meatless Mondays with the John Hopkins Bloomberg School of Public Health. Not in response to food scarcity though, but rather a food surplus. They found that the average American was consuming 15% more meat than was recommended. Lerner argued that the average American eats three meals per day, 21 meals per week, so abstaining from meat or a full day, or three meals, would address the 15% overconsumption.

Enter the modern Meatless Monday of today, a global movement that encourages people to reduce meat in their diet for their health and the health of the planet. Also driving today’s Meatless Monday movement are animal and climate activists, and vegan or alternative meat and dairy brands. Each Monday, people around the world join in abstaining from eating meat, 52 times a year, or 14% of the days in a year.

Seated at the table next to Meatless Monday participants is a fast-growing movement that reserves 123 days, or 37% of the days in a year—and no, it’s not CrossFit or Peloton.

The rise of the alcohol-free movement

Four entire calendar months are now reserved for campaigns that challenge participants to abstain from alcohol: Dry January, Dry July, Sober September, and Sober October.