This is fascinating – and chimes with what we’ve found when researching vegan and plant-based foods and drinks with a mainstream audience
💚 People wanting to eat more plant based for ethical and/or health reasons
❓ But not sure they want to ‘BE vegan’
😨 And also fearing that things majoring on telling us they’re vegan or plant-based will be ‘less than’ in some way (all about what’s not in it/what’s been taken out) – and therefore won’t taste so good
😋 So preferring instead to hear from brands about the sheer deliciousness of the ingredients (what IS in it, not what isn’t) rather than whether it’s vegan or plant-based
(Plus, vegans saying they’ll check back of pack anyway)
Maddy is Director of Lucid. She has been described as a ‘maestra’ with groups of people and is appreciated for her passion and commitment as well as the clarity of her strategic thinking, insight and expression. Maddy began her career in advertising at Ogilvy and BBH and then worked at the Arts Council, English National Opera, AEA consulting and Stimulating World Research before setting up Lucid.