# Plant-Based Coffee Campaigns Minor Figures Launches the 'Dairy Disloyalty' Awareness Campaign By Kanesa D | Published 2024-06-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/minor-figures-1 References: [tapinto.net](https://www.tapinto.net/towns/kenilworth/articles/minor-figures-to-launch-dairy-disloyalty-awareness-campaign-in-six-u-s-cities-to-encourage-consumers-to-try-sustainable-plant-based-coffee) & [minorfigures](https://minorfigures.com/)  [Minor Figures](https://www.trendhunter.com/trends/readytodrink-oat-lattes) is launching a global campaign, '[Dairy](https://www.trendhunter.com/trends/free-your-mind) Disloyalty,' encouraging consumers everywhere to embrace non-dairy milk's personal and environmental health benefits. The two-week competition runs from May 30 through June 13, providing consumers ample time to get involved. Coffee drinkers in six U.S. cities – Atlanta, Los Angeles, Nashville, New York City, Portland, and San Francisco – must visit six participating cafes in each city, allowing them to enter the competition. These patrons must purchase a specialty drink or coffee made with [plant-based milk](https://www.trendhunter.com/trends/plantbased-whole-milk), get a special card, and get it stamped. By collecting stamps from all six cafes, scanning the QR code, and uploading a photo of the card, the first 100 submissions will win a vintage-style Minor Figures bowling shirt. All submissions will be enrolled for a chance to win the grand prize, a customized La Marzocco Linea Mini Espresso Machine. Image Credit: Minor Figures ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 6% | Activity: 6% | Freshness: 25% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What Makes This Trend Stand Out - **Plant-based Milk Adoption:** Promoting plant-based milk through consumer engagement campaigns demonstrates an evolving preference for non-dairy alternatives in everyday beverages. - **Sustainable Beverage Choices:** Campaigns like 'Dairy Disloyalty' reflect an increasing awareness of the environmental impacts of dairy and a shift towards more sustainable drinking habits. - **Health-conscious Coffee Culture:** The integration of health benefits in coffee consumption underscores a growing trend where consumers prioritize personal wellness in their dietary choices. ### Sectors Adopting This - **Plant-based Foods:** The rise of campaigns encouraging plant-based milk utilization indicates strong growth and consumer interest in the plant-based foods sector. - **Specialty Coffee Shops:** Engaging consumers through plant-based milk challenges highlights an opportunity for specialty coffee shops to attract a health-conscious clientele. - **Sustainable Consumer Goods:** The 'Dairy Disloyalty' initiative underscores the potential for growth in sustainable consumer goods as people seek products that align with their environmental values. ## Related on Trend Hunter - [Complimentary Plant Milk Coffees](https://www.trendhunter.com/trends/free-oat-milk-coffees.md) - [Cafe-Quality RTD Oat Lattes](https://www.trendhunter.com/trends/readytodrink-oat-lattes.md) - [Immersive Dairy-Free Summer Campaigns](https://www.trendhunter.com/trends/free-your-mind.md) - [Plant-Based Coffee Creamers](https://www.trendhunter.com/trends/honest-to-goodnes.md) - [Plant-Based Iced Coffee Creamers](https://www.trendhunter.com/trends/iced-caf-mixers.md) - [Coffee Enthusiast Alt Milks](https://www.trendhunter.com/trends/califia-farms-barista-blends.md) - [Fortified Refrigerated Oat Milks](https://www.trendhunter.com/trends/minor-figures-everyday-oat.md) - [Plant-Based Barista Coffee Products](https://www.trendhunter.com/trends/elmhurst-1925-product.md) - [Plant-Based Frothy Coffees](https://www.trendhunter.com/trends/kenco.md)