The First Recommendation
Various factors motivate individuals to adopt a vegetarian diet, becoming vegetarians. About 90% of individuals cite animal-related motivations for becoming vegetarians, 70% for individual health and well-being, and 48% for reasons regarding environmental conservation (Fehér et al. 2020). Therefore, Vegan4eva needs to appeal to such factors to amplify the adoption of a vegan diet through campaigns that discourage taking animal diets, highlight the health benefits of a vegan diet, and exalt the environmental benefits veganism offers. For example, they need to strongly discourage consuming animal products, citing reasons such as harm and pain caused while slaughtering them (Milburn & Josh 2020). Additionally, the company could become more vocal on the health benefits of a vegan diet, including preventing chronic diseases (Null et al. 2017). Lastly, Vegan4eva could also start campaigns highlighting the environmental benefits of a vegan diet, including avoiding species extinction and climate change. Below is an image that shows the environmental effects of veganism (Figure 1). As such, it can be hypothesized that a focus on themes such as avoiding meat and the damages caused by the meat industry can benefit Vegan 4eva’s campaign by promoting the positive effects of veganism and recruiting through demographics that are more responsive.
The Second Recommendation
Differences exist in the motivation factors for veganism across different demographic profiles. Generally, females below thirty-five years are the most likely to become vegetarians (Rousham et al. 2020). About 80% of individuals became vegetarians aged between fifteen to thirty-five years, and about 50% were between fifteen and twenty-five years (Rousham et al. 2020). Consistently, research has proven that females are more concerned about that environment than males, thus more likely to convert to veganism (Rousham et al. 2020). Young individuals are more likely to become vegetarians than the elderly, considering that the mean age at which most people consider it is twenty-four years (Rousham et al. 2020). There are no significant differences in the motivating factors among the young population (Rousham et al. 2020). It implies that Vegan4eva needs to undertake targeted marketing to reach individuals most likely to convert. It could involve email, social media, and community-centered advertisements mainly targeted at females and the youth, resulting in massive sales because of appealing to the accurately selected groups. As is visible from Figure 2 below, target marketing utilizes the attributes of narrowing down demographics.
The Third Recommendation
The motivations for becoming a vegetarian affect attitude toward veganism in various ways. Vegans cite their philosophy to be ethical, healthy, and environmentally friendly (Kim et al. 2019). Those who cite animal-related motivations for turning vegan believe that it is cruel to slaughter animals for consumption, making them enthusiastic about veganism (Kim et al. 2019). They believe that parasitical diseases are fortunately not associated with vegan diets. Additionally, vegetarians are enthusiastic about environmental conservation, which motivates them to turn vegan, and tend to loathe animal consumption. They believe that killing animals for food could render them extinct and adversely affect the environment by accelerating climate change (Null et al. 2017). Therefore, Vegan4eva needs to portray veganism optimistically to evoke a positive attitude among the vegan and the larger general population through their campaigns and advertisements. For example, the company could send encouraging messages to those who are already vegetarians while speaking positively about veganism. Below is an image of the reason for going vegan that can be observed as an example of the approach (Figure 3). The strategy can improve Vegan4eva sales, making the company successful and promoting the benefits of veganism.
Bibliography
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Fehér, András, Michał Gazdecki, Miklós Véha, Márk Szakály, and Zoltán Szakály. “A Comprehensive Review of the Benefits of and the Barriers to the Switch to a Plant-Based Diet.” Sustainability 12, no. 10 (2020): 4136.
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Milburn, Josh. “Should Vegans Compromise?” Critical Review of International Social and Political Philosophy 25, no. 2 (2020): 281–93.
Null, Gary, and Luanne Pennesi. “Diet and Lifestyle Intervention on Chronic Moderate to Severe Depression and Anxiety and Other Chronic Conditions.” Complementary Therapies in Clinical Practice 29 (2017): 189–93.
Rousham, Emily K, Rebecca Pradeilles, Robert Akparibo, Richmond Aryeetey, Kristin Bash, Andrew Booth, Stella K Muthuri, et al. “Dietary Behaviours in the Context of Nutrition Transition: A Systematic Review and Meta-Analyses in Two African Countries.” Public Health Nutrition 23, no. 11 (2020): 1948–64.
WordStream, “A Guide to Target Markets for Small Businesses.” 2022.