its a trend that will be here for a good while yet, social media along with young trendy people that mainly live in large cities that are really driving this,it really got legs around the same time of the me 2 movement started, vegans,vegan weddings etc started to get popular.along some of our main rds now we see giant bill boards about vegans and animal welfare which go hand in hand on the same poster.thats the message their trying to get across, dont drink my milk was one of the billboards with a picture of a cow and calf.