How to communicate your value, be inclusive and connect with vegans and flexitarians alike
Veganism made its way into the mainstream in 2019, and with Big Food taking notice and getting heavily involved, it’s more important than ever that you execute the proper communications strategy in 2020 to ensure you’re getting your message and values in front of your customers. According to Acumen Research & Consulting, the global vegan food market is expected to reach around $24.3 billion by 2026, and as a vegan public relations agency, we at Orange Orchard are thrilled to see this market finally take off.
What is your vegan food brand’s value?
Whether for health, climate or animal rights reasons — or all three — vegans are passionate about the food choices they make, and they expect the same passion in the brands they associate with and consume. This means it’s important to not only communicate what’s in it for your customers but also why you do what you do.
Some brands have no desire to be a healthy option (looking at you, Impossible Whopper), while others like NexVeg are trying to provide whole-food vegan proteins for the more health-conscious vegan. Your brand doesn’t have to be it all to everyone, but it’s important that your brand’s why not only addresses your core customers but also leaves room for potential customers outside the vegan circle.
How to connect with vegans and flexitarians alike
More and more Americans are adopting a flexitarian diet as a way to test the vegan waters, as they recognize that they must be more responsible with their food choices. While die-hard vegans might consider this a cop out, there’s an opportunity for more inclusive vegan brands to play off this dieting approach to the benefit of both the cause and their customers.
You don’t have to shame people into becoming vegan, and in fact, it’s probably the worst possible way to approach these curious customers. Instead, your message should be inclusive and focus on education and how gradual steps can help introduce more people to the benefits of veganism without making them feel like an outcast or horrible person for not making an immediate switch.
Take Suzy Amis Cameron, for instance. She started a movement called OMD, or One Meal a Day, to support and encourage eating one meal a day that’s plant-based. This type of gradual introduction, education and support system is what vegan brands should be looking to introduce to new customers in 2020.
If you’re a vegan food brand looking to scale in 2020, we would love to talk with you. Contact us today at 865-977-1973.