World-dominating super couple Beyoncé and Jay-Z are offering fans the chance to win 30 years’ worth of tickets to their concerts, and all you need to do to be in with a chance of winning is cut down on your meat intake. 

The vegan trend shows no signs of stopping and this week the cause received renewed support, in the form of an endorsement from Beyoncé and Jay-Z. The pop power couple are offering the prize of a lifetime, providing one lucky fan can prove they have significantly reduced their meat consumption.

Sharing a post with her 123 million followers on Instagram, Beyoncé launched The Green Print Project:

But whilst the move has come as a welcome surprise to many, others have criticised it for being more for show than for any sort of interest in animal activism.  It’s a tentative topic – the commercialisation of avoiding meat that doesn’t always sit right, but the effect it might have on reducing consumption are undeniable.

“It’s a bit morally ambiguous”

Speaking about this latest news, longtime vegan Lewis Warren explains, “it feels like posturing and its a bit morally ambiguous. But at the end of the day, it is helping in harm reduction from a huge platform.”

Another long-serving vegan, Anthony Witter says: “It strikes me as disingenuous, and whilst it’s a noble cause, it’s indicative of the capitalist death machine to which we’re all tied.

“They’re so wealthy that they can buy sustainability from others, whilst not having to be sustainable themselves.”

But whilst some are apprehensive over the good intentions of the move, there is no denying a thumbs up from two of music’s biggest icons is a win for vegans and animals everywhere. If the reaction from fans on Twitter is anything to go by, the world is about to get a whole lot more plant-based:

Featured image by idrewuk via Flickr