Millions of people around the world are set to get involved with World Plant Milk Day (WPMD) tomorrow - August 22.
The initiative - created by Plant Based New's Co-founder Robbie Lockie in collaboration with international food awareness group ProVeg - is a celebration of the plant-based alternatives to cow's milk, as well as the positive changes you can bring about by simply switching away from dairy - including improving your health, the environment, and animal welfare.
Many leading global organizations - including Animal Equality, PETA, Mercy for Animals, Veganuary, Animal Aid, Viva!, the Physicians Committee for Responsible Medicine and BOSH! among others - have teamed up to back the initiative.
The initiative comes at a time of growth for the global plant-based milk sector, which is expected to reach $34 billion by 2024, up from $8.2 billion in 2014, as more people turn away from dairy products.
According to ProVeg UK, this trend represents one of the biggest global dietary shifts ever, saying: "Never before have we seen people across the world transition so quickly from one foodstuff to its alternatives in this way. People are fast realising that plant milks outweigh dairy in terms of benefits for personal health, animal welfare and the environment."
Zephie Begolo, Head of Campaigns for ProVeg UK, added: "Consumers can now buy a huge variety of plant milks and dairy alternatives and they are more readily available than ever. And with big supermarkets, high street chains, retailers and food outlets buying into the trend, it seems it is unstoppable."
PBN Co-founder Robbie Lockie, who initially created the campaign, said he wanted to counter pro-dairy initiatives.
He said: "I thought to myself 'why isn’t there a plant-milk day to counter this campaign?' And so I set about creating the website and launching one myself.
"A few weeks later we teamed up with ProVeg. Jimmy, the UK Director suggested we move it to its own day so that it could stand alone aside from the World Milk Day. We set up a thunderclap, to promote the hashtag #worldplantmilkday, and amazingly, before the thunderclap even fired off, the hashtag was trending on Twitter."
The hashtag went on to trend on Twitter all day, reaching as high as third place, as people tweeted in support of the campaign.
Milk consumption is dropping and the plant-based milk sector is growing - why not join the millions of people around the globe who are choosing this exciting alternative?
Now you've read some of the reasons why a switch to plant-based milk is best for you, the animals, and the planet, you can read more about making the switch at worldplantmilkday.com.
If you want to try ditching the dairy, sign up for our 7-day dairy-free challenge which starts on WPMD itself on August 22. You can find out more about how to sign up here.