Veganism aims to establish itself in the luxury market
Implications - Veganism is now, as a marketing tool, being positioned to define itself in a more “upscale” market. This more explicit targeting to high-income demographics undercuts long-established assumptions, and reveals the industry’s renewed focus to rebrand its appeal after it has been found that the majority of this lifestyle’s subscribers are not from higher income brackets—revealing the importance of adaptable marketing in changing long-established narratives.
Workshop Question - How can your brand adopt, or put to better use, more adaptable forms of marketing?
