The need for vegan copywriting has never been greater. The fact is, the explosive growth of vegan businesses in the past five years requires marketing materials that speak specifically to the vegan market. That is not an unusual concept for any marketing effort. However, for a vegan business to get the attention of their customer base, they must clearly understand the principles of veganism. To add to that challenge, vegan products in today’s marketplace are growing in popularity with customers who do not consider themselves vegan. The effective practice of vegan copywriting is crucial to reach all potential customers.
Consider the Numbers
Understanding the importance of vegan marketing and vegan copywriting to a growing business, you need to understand the numbers.
- It is estimated that 6% of all Americans identify as vegan.
- Current surveys show that 40% of millennials identify as vegan.
- Surprisingly 39% of non-vegan Americans incorporate vegan products into their diet and lifestyle regularly.
- The vegan leather industry is estimated to reach $85 billion by 2025.
By no means do these numbers reflect the impact of the entire vegan industry, they offer a glimpse into the preferences of the market. It points out the need to be able to speak effectively through vegan copywriting and marketing.
The Words Have Meaning
When you understand the principles of veganism, you will find the right tone with your vegan copywriting. According to the Vegan Society, veganism is defined as a way of living which seeks to exclude, as far as is possible and practicable, all forms of exploitation of, and cruelty to, animals for food, clothing or any other purpose. This a very straightforward concept and can be easily applied to any marketing effort. Understanding this concept will enable businesses to structure their products and services that respect those principles more effectively. Keep in mind, however, non-vegans are also turning to vegan products to supplement their lifestyle. These products include vegan meats, cheeses, nut milks, and leather.
The Basics Matter
Your marketing efforts and vegan copywriting should speak to some easily defined principles. Your focus begins with a basic understanding that people choose a vegan lifestyle or choose to use vegan products because they want to either reduce their health risks, eliminate the suffering of animals used to produce products or to reduce the impact of animal industries on the environment. In your marketing efforts, keep the theme of these three tenants in mind with your vegan copywriting efforts.