vegan pr

• Why now?

There has never been a more exciting time to launch a vegan business or promote a new plant-based product offering. Today, the opportunities are endless as more and more consumers recognize that veganism is healthier, more sustainable and ethical.

In order to meet surging demand for plant-based products, and with the global vegan food market expected to surpass $31 billion by 2026 (source Allied Analytics LLP), brands everywhere — entirely vegan or not — are expanding their plant-based offerings. In fact, not riding the vegan wave would be a missed opportunity.

• How can a vegan PR team help with message development?

As competition continues to grow, it’s crucial for vegan brands and products to work with a public relations team that knows, understands, and lives the lifestyle you preach. Whether your brand is vegan or you’re expanding your products to include vegan options, crafting an identity and message that will resonate with everyone is imperative. In fact, it’s estimated, according to Nielsen data, that 98 percent of those who regularly buy meat-alternatives also regularly buy animal products. So, while our goal is to promote veganism, it’s also important to recognize that “flexitarians” are the primary drivers of the growing vegan food market today.

With that in mind, it’s essential vegan businesses stay true to their mission and communicate it in a way that persuades everyone to try its products through impactful, proactive media relations and influencer partnerships, whatever your brand may be — from cruelty free cosmetics to vegan clothing to plant based meat alternatives or restaurant openings.

• How can Propulsion help manage misconceptions?

Advertising aiming to disparage plant-based offerings is on the rise and this is directly pegged to the meat industry. While many companies that have traditionally sold meat products are expanding plant-based offerings, vegan brands are still without a doubt victims of recent misinformation campaigns.

Attacks meant to discourage or scare consumers from consuming plant-based offerings based on factually incorrect statements are something that vegan brands should expect and need to prepare for. An effective public relations response needs to be rooted in facts and educational opportunities — but also consist of firm and direct rebuttals. Just because something isn’t true doesn’t meant it won’t spread like wildfire on social media — and only a PR team that truly cares about your cause will be effectively prepared and willing to mitigate potentially damaging stories about your brand.

• What else?

As so many business look to enter the plant-based space, a vegan brand must deliver genuine value for a target audience to weed through the clutter. Whether it’s in the form of a magazine article, online blog, video content or social media campaigns, plant-based thought leadership should inform, educate and help your customer in their decision-making process — or considerations — to embrace a plant-based lifestyle. You should actively and consistently provide unique insights and perspective to your vegan offering that is distinct from those offered by your competitors in order to strengthen your brand as a whole.