For the past several years, consumers have increasingly shifted their loyalties to companies that run their businesses ethically. Whether they prioritize sustainability, donate to nonprofit organizations, or refuse to sell products tested on animals, the ethical market is booming.
In 2023, the North American cruelty-free market generated more than $4,764 million. And this market is expected to grow to more than 7,383 million by 2030.
That means that advertising alone might not be enough to differentiate your cruelty-free company from your competitors. To do that, you will have to put together a cruelty-free public relations plan.
Ethical Consumerism
In 1971, activist Henry Spira read an article highlighting the treatment of animals in various aspects of American life. He became more active in the animal rights campaign after discovering how animals, particularly rabbits, were used to test makeup.
In 1980, he took out an ad in The New York Times calling attention to the practice of animal testing by Revlon, a leading cosmetics company. This eventually led to a massive consumer call to end animal testing.
Spira’s efforts caused many consumers to make purchasing decisions based on a company’s social and environmental actions. Ethical consumerism, as it has come to be called, is now more popular than ever. Younger generations are particularly concerned with companies’ corporate social responsibility.
That means that there is a large market of consumers who are coming of age and want to support companies that are cruelty-free. And they want clean makeup that supports their ethical position on animal cruelty.
Grab Their Attention
But how do you grab the attention of young people in today’s fast-paced world?
Advertising is one way. But with paid streaming services and ad blockers, young people won’t always see your ads.
So you need to take your story to them. The best way to do that is through PR.
Public relations professionals not only help you explain your commitment to cruelty-free practices, they can also help you get that message to the right media.
A PR partner can help you share your leadership team’s opinions through interviews and bylines. They can advise you on the best ways to use your social media accounts. And they can also help you build relationships with the media and your potential customers.
A PR partner can also seek out and help you apply for third-party certifications. Having a logo like The Leaping Bunny on your website lets consumers know your products have met cruelty-free standards developed by a variety of animal welfare organizations.
Our team of PR professionals at Orange Orchard is committed to helping make the world a kinder place for animals. Let us help you stand out from the crowd. For more information, call us at (865) 977-1973 or contact us online.