Discover the motivations behind the booming vegan food market in our latest blog post, as we delve into the insights of Uri Gneezy and John List's acclaimed book, "The Why Axis: Hidden Motives and the Undiscovered Economics of Everyday Life". What factors are driving the staggering 72% growth in vegan "meat" sales from 2018 to 2020? How do immediate rewards, social norms, and incentives shape our food choices? And how has the Veganuary movement contributed to this seismic shift in consumer behavior? This exploration not only demystifies the surge in veganism but also offers crucial insights for businesses hoping to capitalize on this burgeoning market. Read on to understand the 'why' behind the vegan trend and what the future holds for this industry.