The vegan and plant-based lifestyle has undergone a massive boom in recent years. Once seen as a fringe or extremist movement, veganism has taken the world by storm, and major food, fashion and cosmetics brands are jumping on board. In fact, retail sales of plant-based foods grew by 11% in 2019.
But is it time for vegan brands to rethink their public relations message? For many who consume meat, veganism still carries an impression of superiority or extremism. It’s possible to overcome that stereotype and still stay true to your core values by reworking your vegan public relations strategy.
What is Vegan PR Getting Wrong?
Here are some common mistakes vegan brands can make when it comes to public relations messaging.
- Extremism: Vegans are understandably passionate about animal welfare and the environment, but with the wrong spin on the message, occasional plant-based diners could get turned off.
- Superiority: Talking down to people about their food choices is a surefire way to put them on the defensive. Always use positive messaging instead of negative.
- Lack of Transparency: Vegans need to trust that the brands they buy really are vegan. Be transparent about how your products are formulated and prepared.
But, with a specialized public relations agency on your side, you can avoid these pitfalls and focus on what’s going right.
What is Vegan PR Getting Right?
Since veganism has gone mainstream, more people are willing to listen to plant-based messaging. We’re seeing vegan brands using social media to show a vibrant, healthy and flavorful lifestyle. We’re seeing vegan brands engaging in thought leadership, establishing themselves as trusted sources for vegan advice and industry knowledge. We’re seeing vegan brands taking a positive stand against animal cruelty and climate change.
By aligning themselves with the ideals of like-minded consumers, vegan brands are creating different perceptions of veganism, perceptions that will hopefully drive the industry to even greater success.
Reaching Out for Help
If you’re struggling to find the right tone for your vegan brand, Orange Orchard can help. As the only full-service public relations agency in the U.S. that focuses on vegan and plant-based brands, we have the expertise to steer you away from what’s wrong and towards what’s right. Just call us at (865) 977-1973 or contact Orange Orchard online today.