Vegan Marketing in 2025: How to Market Your Product to Vegans

Competing on price with non-vegan businesses is nearly impossible.

But maybe you don’t have to.

As vegan businesses, we can’t compromise our well-founded ethics to operate at a lower cost (e.g., single-use plastics are much cheaper than paper).

For vegan businesses to thrive, it’s no use undercutting the competition. Instead, we must find the right audience (preferably one as socially driven as we are) and position our product to fill that niche’s need.

This quick guide will go through the fundamentals of vegan marketing. By the end of this guide, you’ll have a new and renewed marketing strategy that should help you reach your desired vegan audience.

How different is vegan marketing from typical digital marketing?

Digital marketing is a broad term that encompasses social media marketing, SEO, and content marketing, among many other online methods.

Vegan marketing, on the other hand, refers to practices tailored to target vegans.

As a result, vegan marketing tends to be more values-oriented, containing messaging that appeals to vegans’ unconditional love for animals, environmental sustainability, and health awareness.

The manufacturing and logistics required to run a sustainable and ethical business cost more than industry-standard practices. As a result, vegan marketing banks on a values-oriented approach to sell products at a premium.

With that in mind, how do you get started with vegan marketing?

How to market your product to vegans:

We summarized the entire vegan marketing process into four easy steps. These are 1) crafting the buyer persona, 2) deciding on your marketing channels, 3) deciding on your market positioning, and 4) crafting your values-oriented messaging.

Step #1: Craft your buyer persona

Crafting a buyer persona is a crucial step in any marketing plan—whether you’re a vegan or non-vegan business.

Determine the following:

• Demographics: gender, age, sex, education, income
• Psychographics: desires, goals, hobbies, pain points, values, politics
• Geographics: New York, USA; Barcelona, Spain; New Delhi, India

If you’re a vegan business and you wish to leverage your vegan operations as a value proposition, it would benefit you to target a more informed and educated demographic.

You’d also want more socially aware and active psychographics. So maybe target people who volunteer or those who have strong political opinions.

Step #2: Decide on your marketing channels

Vegans’ preferred social media shouldn’t be too different from that of non-vegans. You may still decide on your marketing channels as non-vegan businesses normally would.

More socially aware vegans may prefer Ecosia over the dominant Google, but this shouldn’t affect your SEO and blog content creation all that much.

But we have a few crucial insights to share when deciding on your marketing options:

• Facebook is the least-preferred social platform by US Gen Z
• TikTok is their most preferred, accounting for more than 10x preference over Facebook
• YouTube is the choice platform for millennials. But their preference is split rather evenly between YouTube, TikTok, Facebook, and Instagram
• Boomers prefer Facebook over other social media. But they primarily learn about products through TV

The data above was retrieved from a study by Marketing Consult in 2024.

Step #3: Decide on your USP and market position

What sets your business apart?

As a vegan business, you might price higher and position your product as a premium option. But if possible, you may also go the volume route and position your product as an affordable one.

You don’t want to be just “shoes” or “jam spread.”

You want to be something like “sustainability-focused vegan leather shoes” or “ethically sourced jam spread.”

By positioning your company this way, your branding and desired audience will follow. This brings us to our next tip:

Step #4: Craft your messaging

Your messaging will elevate your product’s USPs and help it resonate with its intended market.

The messaging should be consistent across your website, social media, and marketing efforts.

Take, for example, Oatly.

They position themselves as a healthier alternative to traditional store-bought milk. So their messaging centers around the ingredients they use, their ethical manufacturing process, and, to wrap it all up, are presented in a trendy, sometimes snarky tone.

Consider the message you’ll present to your market.

What will you highlight, what are your CTAs, and what tone of voice will you adopt?

Vegan Marketing Tips

We’ll conclude this guide with a few marketing tips to help you get a foothold in the vegan market.

Leverage an About Us page

The ‘About Us’ page isn’t just a description of your business.

It’s what sets you apart. If you’re a premium-focused vegan business, it’s what justifies your higher price tag.

This ‘About Us’ page contains messaging that’s too long to hook initial attention. Hence, it’s a page of its own.

However, vegans’ pursuit of sustainability and ethical practices prompts them to fully understand a business before adding to cart. And understandably so, no self-respecting vegan would want to give a dollar to a business that tests on animals.

So, let them know you’re a partner for a more ecofriendly future. Implement an ‘About Us’ page for your business.

Adopt socially-responsible messaging

Appeal to vegans’ clamor for environmental change.

By adopting socially responsible messaging, you’re rallying like-minded people to your cause. You may even prompt people to buy from you on the sole basis of your social responsibility alone.

In doing so, people feel like they’re making a difference in the world with their patronage of your goods, and not just indulging in mindless consumerism.

Partner with vegan influencers

Our last tip is to reinforce your vegan branding with vegan influencers.

By partnering with vegan influencers and getting them to endorse you, you’re strengthening assurance and credibility that you are in fact an ethically run business. 

More importantly, you’re appearing in front of a vegan audience (i.e., the vegan influencers’ followers) and thus are attracting the type of audience you desire.