Generation Vegan is a non-profit brand dedicated to educating people about the benefits of adopting a plant-based lifestyle. Their mission is to promote awareness of the environmental, ethical, personal, and public health advantages of veganism. They offer free nutritional guidance and support for individuals new to veganism, including their unique and inspiring 7-day and 30-day vegan challenges.

Additionally, Generation Vegan provides free plant-based meals to essential workers and underserved communities in over 20 countries. Their million-dollar challenges have made headlines worldwide, attracting the support of influential figures like Sir Paul McCartney. Previously known as Million Dollar Vegan, Generation Vegan launched in 2019 with a campaign challenging Pope Francis to go vegan for Lent in exchange for a $1M donation to charity.

Since then, they have expanded their efforts, including taking action against the global food crisis accelerated by the COVID-19 pandemic. With their inclusive and disruptive approach, Generation Vegan aims to transform society by creating a just world where every sentient being is respected, ultimately striving to bring veganism to all