The middle path for meat producers

We have all been programed as consumers, with a sense of fear driving our behaviors over time. We live in a world of extremes, and it’s not sustainable. The middle path is the only way forward.

Until the last decade, marketers and the Powers that Be (PtB) didn’t have the data points they needed to market to the middle path consumers. It was easier to shape every message to appeal to one extreme end of the spectrum (being vegan) against the other end of the spectrum (meat lovers) with just about nothing in between, until now.

Now that we provide all the data points, they can target us with increasing accuracy, and make sure that we see the messages in the right place at the right time to catch our attention.

FADS Book Marketing Trends

So what have you noticed? Have you seen more blended products? What about encouragement for a blended approach between meat-eating and a more healthy, plant-forward diet?

Brian Kateman urged exactly this in a recent piece on Fast Company:

“Public health agencies have begun to accept the reality that an all-or-nothing approach to risky behavior won’t put an end to it, but harm reduction strategies can create real, material benefits to the health and safety of a community. It’s time for advocates of veganism to accept this principle as well.”

And Good Morning America told us earlier this year, we can add years to our lives by making small dietary changes and we can start at any age!

Why would marketers give a damn about a healthy way of life or sustainable food?

Profit. The middle path is far larger than either of the extremes. Modifying public opinion and acceptance of the middle path allows for greater profits on both sides. People who want to eat meat can do so without feeling guilty (they do meatless Monday after all), and people who don’t eat meat get a far greater expansion of consumer products they can enjoy too.

Carolyn Fortuna pointed out in 2022 that “In a recent study, more than half — 52% — of US consumers are eating more plant-based foods and beverages. The number rises to two-thirds — 65% — globally. Almost 60% of respondents said that their change to plant-based food was permanent, or they hoped it was permanent.”

And big meat knows it, they’re buying out smaller fake meat companies, and with products getting closer and closer to mirroring the real thing, some states are even passing laws to try and stop the bleeding by urging consumers to buy beef.