Vegan startups are uniquely positioned to capture the favor of ethics driven consumers

January 31,  2019

Consumer Ethics

As people become more aware of the impact of their buying choices, they’re turning in droves toward sustainable, eco-friendly options.  Vegan brands have a competitive advantage in this ethics driven marketplace because they already embody many of the ideals modern consumers value.  This innate ethical foundation underlies the recent explosion of veganism.

The innate ethical foundation of vegan brands

• Sustainable

• Eco-Friendly

• Health Conscious

• Cruelty free and fair

Successful vegan brands exude

social responsibility, sustainability,

and ultimately, value.

An opportunity to scale

The number of vegans world-wide continues to rise in the hundreds of millions.  So, if your vegan startup sought only to reach strict vegans, you would have a sizeable customer base.  This customer profile is obviously important, but in high turnover markets, such as food and other consumables, you need A LOT of potential customers.  This is precisely where today’s vegan startups have done so well at thinking big.

The attraction to vegan products and services expands exponentially beyond strict vegans. General curiosity about veganism is piqued. The health conscious and ubiquitous “flexitarians” are increasingly buying vegan products. This isn’t simply because of the vegan label.  It’s because successful vegan brands exude social responsibility, sustainability and ultimately, value.

It is vitally important to keep this in mind when developing your marketing strategy.  In order to reach your customers, you need to be keenly aware of who they are and what motivates them.

Brand ethics make a statement about quality

A strong brand strategy will allow you to foster a genuine connection with these conscious consumers. Consequently, vegan brands can capitalize on their innate ethics to personify the values required in a discerning marketplace.  Focused on value and empathy, these attributes help establish rapport, elicit preference, and earn loyalty.

Authentic brands establish loyalty

• Build trust

• Show your company cares

• Enhance value over price

• Offer quality that rivals conventional products

Position your brand

Vegan companies have a huge opportunity to appeal to a broad base of consumers, positioned as leaders of quality and compassion. We do this by offering everyday solutions without abandoning our ethics. What better way to be champions for a vegan lifestyle and animal advocacy?

With an abundance of socially responsible customers and investment capital, a new landscape is taking shape.  Now is the time to take action and strategically position your brand as a leader in this ethical marketplace.