By: Laura Kantor, VP of Marketing at Abillion

  • 1 . The Vegan Vanguard, a lifestyle

Veganuary smashes Records with 700k Participants! 

The world is going green and cutting out animal products from their diets for health, ethics, and sustainability reasons. This is great news for the plant-based movement, as more and more people are saying goodbye to traditional carnivore diets.

Plant power is on the rise, with a surge in demand for vegan products and services. From plant-based milk dominating 15% of global milk sales (ref: Good Food Institute) to a whopping 23% increase in reviews of plant-based products on abillion, it’s clear that people are embracing their inner veggies.

Businesses, it’s time to join the plant party. 

The market for plant-based meat products is expected to grow to a staggering US$75 Billion by 2031 (up from US$29.4 Billion in 2020). But it’s not just food, vegan clothing and footwear, as well as vegan and cruelty-free beauty products, are also on the rise.

And let’s not forget about vegan supplements, with a current market estimated at US$10 Billion, expected to double by 2030, with North America leading the charge. Get ready for a greener future, folks!

  1. Sustainable Synergy : when established brands partner with emerging companies

The big players want to keep cashing in on their loyal customers, and attract some new ones too. 

To do this, they’re teaming up with smaller, emerging companies that specialise in sustainable products.

No more greenwashing for these brands – they’re taking a leap towards sustainability by partnering up and expanding their product portfolio without being forced to completely change their image. It’s a win-win situation, with traditional brands profiting from the expertise of their ethical partners, and the smaller companies from the existing infrastructure of the big player.

Take Subway’s latest move, partnering with The Vegetarian Butcher to bring us a vegan teriyaki steak – that’s what we call a sustainable synergy!

We’ve seen another hot new release this january: Burger King launching a new plant-based bacon burger, with the brand La Vie. 

Consumers are all about sustainability and ethical living these days, and they need transparency and authenticity from the brands they support. This type of partnership helps boost brand perception and attract even more customers.

Expect to see more sustainable synergies in the future, as more and more companies embrace the ethics revolution!”

  1. The Ethical Exodus: a shift in consumer priorities 

Recent scandals involving Twitter and Facebook have left users feeling a little uneasy about the privacy and security of their personal data. So, it’s no surprise that people are ditching these popular platforms for newer, more secure options.

Enter Patreon, a platform on the rise with a ton of former Instagram content creators who are looking for a more stable income and a platform free from censorship inconsistencies.

And let’s not forget about Mastodon, the latest social media darling that’s taking on Twitter and making waves in the brand world.

This shift towards more ethical platforms could mean big changes for brands and their marketing strategies. With customers flocking to these new platforms, brands need to make sure they’re not left behind.

Gone are the days when brands simply cared about the environmental impact of their marketing campaigns. Tools to measure the CO2 generated by a campaign have proven to be extremely useful in the past few years, but it’s time to take a step further.

Consumers are now taking a good hard look at how companies treat their employees, armed with access to genuine, firsthand accounts through platforms such as TikTok & Linkedin.

What a brand does for the planet is one thing, but how it treats it’s people too is another matter altogether. Earlier this year many well known media and tech companies fired tens of thousands of their employees, despite still being incredibly profitable. 

The question that I suspect many marketeers (clients and agencies alike)  will start asking themselves is whether they truly want to encourage spending in companies that are completely misaligned with their values. 

2023 is shaping up to be an exciting year with major shifts in consumer priorities and business practices. The rise of veganism and plant-based products, sustainable synergies between established brands and emerging companies, and the ethical exodus towards more secure and responsible platforms are just some of the changes we can expect. The world is moving towards a greener, more responsible, and more equitable future, and it’s exciting to be a part of it!

Check out for more plant-based and vegan trends for 2023!

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