THE NEW HIP FOOD & LIFESTYLE TREND
It's taken the celebrity world by storm. And become a revolution for millennials to rally around in support. Social influencers are racing to join this hip fad. So what is it? Veganism.
In this blog post Hollywood Branded takes a look at Veganism, how popular it has become, and what it means for brands who might want to partner with a big celebrity name - who just so happens to be vegan.
What is Veganism?
The Vegan Society states that Veganism is a way of living which seeks to exclude, as far as is possible and practicable, all forms of exploitation of, and cruelty to, animals for food, clothing or any other purpose. So that means not only are you not eating any meat products (including dairy or eggs) and no fish, but ALSO not wearing any shoes made of leather. And any beauty products you wear need to not have been tested on animals. Twenty years ago, even ten years, it was a lifestyle much harder to keep to than today, as Quick Serve Restaurants today cater to the vegetarian and vegan lifestyles.
The Popularity of Veganism
Millennials are becoming more aware of our planet’s needs and realize the dangers that may occur in the future if nothing is done. The propaganda about these same issues for those in their 40's, 50's or 60's just wasn't as intense as it wasn't digital and as far reaching. Today's millennial is much more aware - on a global level . And one of the biggest reasons more and more young adults are becoming aware is because their favorite celebrity or social influencer is apart of this Vegan revolution.
Photo by Visually.com
Which Celebrities Are Vegan
According to Bustle.com and ET Online are just a few of the celebrities are Vegan:
- Ariana Grande
- Ellen Degeneres
- Miley Cyrus
- Woody Harrelson
- Russell Brand
- Kate Mara
- Travis Barker
- Roony Mara
And Then There Are... The Celebrity Social Influencers
Freelee Th Banana Girl is one of the biggest influencers in the YouTube Vegan community. This video compilation shows just a few of the big name YouTubers that have recently turned vegan.
Some of the YouTubers mentioned in this video - and their reach - include:
- Niomi Smart (1.5M)
- Mckayla Maroney (Olympic Gold Medalist)
- Carli Bybel (4.3M)
- Lycia Faith (336K)
- Joey Graceffa (6.1M)
- Nathalie Paris (1M)
- Suede Brooks (227K)
- Alexandrasgirlytalk (1M)
- Stella Rae (146K)
- Niki & Gabi (3.4M)
So What Does A Non-Vegan Brand Do?
If you don’t have an all vegan brand or have never even considered this as a potentially limiting factor as to who your brand can potentially partner with, there are ways around it!
- Target Vegans with the options you DO have - Say you own a watch company and you do sell leather products - you could offer the influencer or celebrity a canvas or metal strap if available as an alternative.
- If you have any brand lines that qualify as vegan products make it a selling point - list the product as “vegan” or “cruelty free”.
Examples Of Brands Taking On The Cause of Veganism
In the last decade, many brands and celebrities have incorporated Veganism into their show segments and social posts. Fast food brands are also starting to cater to healther options.
The Oprah Show
Oprah challenged 378 staffers to go Vegan for one week. By the end of the week, 300 of the 378 staffers who signed up successfully completed the challenge. Collectively, they lost 444 pounds...and used a record amount of toilet paper. While most staffers who took on the challenge didn't switch over to vegan diets entirely, it did change the way a lot of them thought about food.
Taco Bell
Taco Bell was the first QSR to offer menu items certified by the American Vegetarian Association (AVA), the industry’s recognized standard in vegetarian labeling. With more than 6,000 restaurants across the U.S. and a new vegetarian menu category. Taco Bell is leading the way when it comes providing easy, accessible vegetarian menu items that don’t compromise on variety or taste.
While this is a vegetarian menu, there are many ways to substitute to make their options vegan.
Previously, Ellen launched a campaign called “Going Vegan With Ellen” which was a great resource for anyone who is looking for more information on making how to make a positive impact on the world through lifestyle choices. In the campaign she provided the low-down on why going vegan is beneficial for your own health and reduces your carbon footprint and how it can prevent the suffering of animals on factory farms. She also spotlighted other vegan celebs and shares drool-worthy recipes
Food For Thought...
These brands are not only doing taking steps for environmental issues and for the sake of the animals, but also to target more diverse demographics. Even if your brand doesn’t expect to go 100% Vegan you can implement ways to include the vegan community which will attract a whole different demographic to your brand!
Are you interested in integrating your brand's product within content but simply don’t know where to start? Download our paper that was featured in the Journal of Brand Strategy that discusses all the things you should be aware of when creating a product placement program.
