It is becoming the new marketing. It doesn’t mean building a marketing strategy that leads to selling less. It means that what you sell—your products or services, all your innovations—create more value, more happiness and fulfillment, and, more importantly, a more sustainable world.
It means that each interaction with your customers makes them better human beings. You’re not misleading them or running a business with revenue and profit as its main reason to exist. You are working together with them for a better future.
The marketing of less teaches your customers what to say ‘No’ to so they can say ‘Yes’ to you. And this is perhaps the biggest struggle for vegan brands: teaching individuals to say ‘No’ to what they’ve been used to for decades and what their traditions and culture dictate in an environment where they coexist with their loved ones.
It is not an easy task to change the culture, but we are indeed changing it, one day and one individual at a time.