What is Green Monday?

Vision –

To be a global change maker for sustainable common good.

Mission –

To take on climate change, food insecurity, health issues and animal welfare with an innovative and diverse social venture platform that shifts individuals, communities, and corporations towards sustainable, healthy, and mindful living.

Green Monday was named by Fast Company as “Top 50 Most Innovative Companies in China” in 2015. Same year, founder David Yeung was also named by Fast Company as “Top 100 Most Creative People in China,” by Purpose Economy as “Asian 100 Pioneers,” by Conscious Company Magazine as “17 Rising Social Entrepreneurs,” and selected as the “Ten Outstanding Young Persons in Hong Kong.”

The Pressing Issues: Climate Change, Food Insecurity, and Global Health Problems

When we think about threats to the environment, we tend to picture cars and smokestacks, not diets. The truth is, our need for food poses one of the biggest dangers to the planet and is one of the largest contributors to global warming.

As our global population and economy grow, our overall food consumption increases and leads to wild spread factory farming around the world. Farm animals are injected or fed with hormones and antibiotics to accelerate growth and birth rates to meet the unfulfillable demands. The results are greenhouse gas, carbon emission, food insecurity and various health issues.

According to a research by the Martin School of University of Oxford, a global switch to diets that rely less on meat and more on fruit and vegetables could save up to 8 million lives by 2050, reduce greenhouse gas emissions by two thirds, and lead to healthcare-related savings. It could also avoid climate-related damages amounting to $1.5 trillion (US).

Why Green Monday & our methodology:

Green Monday’s slogan is “make change happen, make green common”. The pillars of our approach – “Simple, Viral, Actionable”, are the unique signatures of our movement.


Simple: Climate change is an extremely intricate science, and animal cruelty is a much debated subject. It is hard for people to find common ground, let alone common actions on these topics. Yet while problems can be complicated, solutions cannot. If we want to mobilize society to change, we have to give people crystal clear direction and keep them focused on a universally viable action. Green Monday’s message to the public is consistent, which is going vegetarian at least one day a week, a simple but highly impactful action everyone can take to stop global warming and conserve natural resources, even benefitting our health.


Viral: Knowing isn’t enough to cause change. We have to reach the emotional side of people by creating a cool and viral trend. Branding, marketing and PR are all Green Monday’s core strength. The power of branding starts with our name: instead of telling people to go “meatless”, we suggest people to go “green”. No one needs to feel that they are making a sacrifice. Instead, they gain a sense of mission and feel positive about being part of the movement. Moreover, eating is a social activity. People from all cultures love to share and talk about food. Embedding and anchoring our message in this daily routine is the reason why Green Monday is able to go viral so successfully.


Actionable: “Go Green” is a concept that everybody supports, yet lack the channel and framework to take collective action. As for vegetarianism, people are generally discouraged by the lack of choice, convenience, taste, and nutritious misperception. This is why our platform is built upon a social arm and a venture arm. The social side, under Green Monday Foundation, drives advocacy campaigns to raise awareness, hence a demand for a green lifestyle, while the venture side takes more of an active role in the market to increase supply of green choices by food retail & distribution, corporate consulting, and impact investing.

The Impact of Green Monday

With Green Monday’s simple, viral, and actionable platform, we have over 3 million people around the world adopting Green Monday. The movement enables Green Monday to work with partners from all levels and sectors to promote a green lifestyle to everyone around the world.

Green Monday works with some of the world’s largest corporations, universities and thousands of restaurants to create an actionable platform for people to experience and adopt green living by starting to go plant-base once a week. We use food as an engagement point of behavior change to educate individuals that they can make a change. They can make the world a better place.

The impact to date is profound. Taking Hong Kong as an example, a recent study by Ipsos Hong Kong showed that before Green Monday launched in 2012, only 5% of people in Hong Kong had any sort of plant-based diet, but now 22%, 1.6 million people in Hong Kong are practicing at least one day of vegetarianism a week. Right now the awareness of Green Monday among  youngsters (age 15-24) in Hong Kong is 45%, among all female populations the number even reached 33%; both increased enormously from 22% in 2014.