Veganism is no longer a niche diet for a small sector of society. Over the last decade, the narrative of veganism has changed, with a focus shifting from animal welfare to connecting plant-based diets with health. Burger King’s target of having a 50% meat-free menu by 2030 is one indicator of how far our culture has come. What’s more, plant-based diets are not solely the purview of vegans, with month-long events like Veganuary enticing people to try vegan foods, if only on occasion.
People who identify as vegans have a well-defined digital footprint and are relatively easy to target. But what about those who are vegan-curious? People who are flexitarian? Or those looking to cut back on meat thanks to the rising cost of groceries?
The many motivations behind eating vegan foods mean there are several different audiences, with different preferences, digital behaviours and interests, that all require a nuanced understanding and a tailored approach in order to engage with them.
Read our latest report to find out more.
