Vegan branding is changing the marketplace for the greater good

January 29,  2019

It’s no secret that plant-based products are claiming an increasing share of consumer spending. Vegan marketing has expanded to meet the demand. As a vegan, this shift is something to celebrate. It also raises the question of whether companies are just jumping onboard to use the label, or if they uphold deeper values.

Shopping as a vegan isn’t always easy. The marketplace often seems stacked against us when so many products use animal-based ingredients, seemingly for no practical reason. To completely drop these from use takes a great deal of commitment and often a lot of extra work reading labels and putting conventional products back on the shelf to find something else. So, if effective vegan marketing makes a vegan lifestyle more attainable, you won’t hear me complaining to see more labels with the V-word. It’s a clear sign that vegan consumers matter, and consequently, so do the animal rights we advocate for.

That said, when I hear Tyson is investing in plant-based meat alternatives, I raise an eyebrow. Is the interest purely for profit? More importantly, does it even matter?

Clearly, this change in consumer preferences presents both opportunities and challenges.

Opportunities Abound

• Vegan friendly products are more widely available

• Clearer labeling for those of us looking specifically for vegan products

• More vegan products means more competition and increased affordability

• Tapping into the mainstream consumer raises general awareness about vegan values

• The use of plant-based alternatives reduces animal suffering, even if it’s an incremental improvement

• Plant-based technology is on the rise, and a favorable market supports innovation

• More vegan options mean more healthy, sustainable options

• It’s a step closer to animal equality

Challenges Remain

• It’s difficult to verify a 100% cruelty-free supply chain

• Profits for vegan products may still be heading toward less ethical corporations

• People may be confused about the underlying values of a vegan lifestyle

• The term is sometimes just blatantly misused

As vegan entrepreneurs, it can be difficult to decide just how to present our brands as vegan. But there is little doubt that the impact is worth the effort to bring veganism to market.  Let’s use these opportunities and rise to the challenges.

Vegan is not a dirty word.

Ultimately, we’re working toward the goal of a cruelty-free, eco-friendly marketplace and all our progress toward that goal is meaningful and far-reaching, however incremental it may be.