We recently partnered with Bournemouth University and collaborated with talented students to explore the world of meat alternatives.

This blog has been written courtesy of one of these student’s insightful think pieces. Thank you Priyadarshi for contributing your research and thoughts about this thriving market!

By Priyadarshi Upadhyay  | Contact: s5435779@bournemouth.ac.uk

The world is experiencing a seismic shift towards plant-based meat eating. The market revenue of plant-based meat worldwide is projected to reach $34 billion in 2027. More and more consumers are becoming aware of the environmental and health impacts of traditional meat consumption. And this has led to a fiercely competitive market for alternative meat brands.

In this blog, we’ll explore the latest ethical marketing trends, successful approaches and key considerations to effectively engage plant-based audiences and positively impact the market.

Honesty is the Best Policy: The Importance of Authenticity in Ethical Marketing

Brands are seeing a growing consumer consciousness of the impact of their purchasing decisions on the environment and animal welfare. So, it’s crucial for plant-based meat alternative food brands to be honest and transparent about their products (Kim et al., 2020).

Misleading or exaggerated claims can lead to consumer distrust and backlash. We saw this in the legal battles that ensued with Hampton Creek’s Just Mayo and Bolthouse Farms’ carrot juice products.

But brands like Beyond Meat and Oatly successfully build trust and loyalty by being upfront about their ingredients and production processes. Authenticity and transparency can go a long way in establishing credibility and fostering brand loyalty, especially in today’s media-savvy world.

Doing Well by Doing Good: Benefits for Both Your Brand and the Environment

Apart from avoiding legal battles and consumer backlash, ethical marketing can positively benefit both your brand and the environment (Awan et al., 2021).

Plant-based meat brands can appeal to consumers who are increasingly conscious of their environmental impact. For example, by promoting sustainable practices like reducing carbon emissions, responsibly sourcing ingredients and supporting animal welfare.

Impossible Foods has committed to eliminating the use of animal-derived ingredients in its products by 2035, and Quorn has a strong focus on reducing its carbon footprint.

By aligning your brand values with your customers’ values, you can create a sense of purpose and drive loyalty, all while contributing to a healthier planet.

Walking the Talk: Avoid Greenwashing and Earn Consumer Trust

One of the biggest pitfalls of ethical marketing is greenwashing – making exaggerated or misleading claims about the environmental benefits of your products or practices.

To avoid greenwashing, it’s important to back up your claims with real data and certifications and to be transparent about any areas where your brand may fall short.

Tofurky is a great example as it is certified by the Non-GMO Project and has publicly committed to reducing its water usage and carbon emissions.

By being authentic and transparent about your ethical practices, you can avoid greenwashing and build lasting trust with your customers.

Getting Personal: Connect with Consumers on a Personal Level

As well as promoting your products’ environmental and animal welfare benefits, it’s important to establish a personal connection with your customers. Consumers want to feel like they are part of a community and share similar values with the brands they support.

Beyond Meat’s “Go Beyond” campaign is a great example. This campaign featured stories about real people who made the switch to plant-based eating.

By fostering a sense of community and shared values, you can drive brand loyalty and advocacy.

Ethical marketing can set plant-based meat brands apart and attract conscious consumers, while also contributing to a sustainable food system. By making a genuine commitment to transparency, sustainability, and social responsibility, brands can drive positive change and create a better future for all.

Remember, in today’s conscious consumer market, ethical marketing is not just an option, but a necessity for the success of your business and the betterment of society.

A huge thank you to Bournemouth University, Dr. Tauheed Ahmad Ramjaun and all the students involved for their dedication and innovative thinking throughout this project.

Want to know more about the plant based sector? Check out our blog on our predicted 2023 Plant Based Trends here.

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