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Virtue marketing: Difference between revisions
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If politics ''isn’t'' driving consumer choices then no matter how distasteful you might find the business of what you do, pitching it as way of virtue signalling is dumb. Because ''Republicans buy sneakers, too''. | If politics ''isn’t'' driving consumer choices then no matter how distasteful you might find the business of what you do, pitching it as way of virtue signalling is dumb. Because ''Republicans buy sneakers, too''. | ||
There are restaurant premises in the corner of Muswell Hill, North London. Despite a decent apron outside for alfresco dining, it struggled to make a profit. A Bill’s outlet closed down, and it is reopening as a ''Giggling Squid''. The signage boasts: coming soon! | There are restaurant premises in the corner of Muswell Hill, North London. Despite a decent apron outside for alfresco dining, it struggled to make a profit. A Bill’s outlet closed down, and it is reopening as a ''Giggling Squid''. The signage boasts: coming soon! Delicious vegan options! | ||
Now this is great news for the 3.7% of passers-by who are vegan<ref>See Statista’s {{plainlink|https://www.statista.com/statistics/1065788/share-of-vegan-in-great-britain-by-region/Share of vegans in Great Britain in 2022, by region}}</ref> | Now this is great news for the 3.7% of passers-by who are vegan<ref>See Statista’s {{plainlink|https://www.statista.com/statistics/1065788/share-of-vegan-in-great-britain-by-region/Share of vegans in Great Britain in 2022, by region}}</ref> but is at best of no interest to the remainder, and is prone to ''dissuade'' many of them: even those who don’t have an instant, visceral negative reaction to “vegan” — and we humbly submit that more than 3.7% of passers by, even in liberal North London will — will think, “oh, it’s a vegan restaurant,” and deprioritise the idea of going there. | ||
True there might be some — in north London many — omnivores who identify politically with the idea of veganism, to whom a vegan pitch might work, but these people will be just as susceptible to the pitch that this is genuinely delicious Thai food and who — unless you tell them to the contrary — will not deduce from the lack of vegan signage that the restaurant is hostile to vegans. | |||
Now there is nothing wrong with vegan restaurants, nor having delicious vegan options, but marketing these options over and above the more basic needs that restaurants satisfy for most people: good food and a good experience — is to rather badly miss the point. | |||