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Veganuary: #MarketingGoals or Trivalising the Cause
By Melissa Gould, at SoWhat?
February 27, 2018
Food trends get a lot of traction through mainstream media.
But are food and health messages diluted by mainstream marketing strategies, or does mainstream media allow movements to speak to a larger audience?
Veganuary took place last month with record numbers signing up to try veganism for the month of January. Veganism is a lifestyle that eliminates the consumption, and use, of animal products.
Venganuary adopted the "try before they buy" marketing strategy to lure in curious individuals, many of whom vowed to commit to the vegan lifestyle after successfully completing Veganism.
But is the mainstream marketing of a health lifestyle a positive thing because it attracts a wider audience, or does it just trivalise the cause as a popular trend or fad?
THIS ARTICLE IS AN ORIGINAL CONTRIBUTION
Author: Melissa Gould, Ph.D (AUT), MCS, BCS (Hons), BCS.
Dr Melissa Gould holds a Ph.D from the School of Communications at Auckland University of Technology in Auckland, New Zealand. Her primary research areas include media communication theory and cultural studies that examine religion, gender, childhood, and consumerism.
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