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The Psychology Behind The Adoption Of Plant-Based Products | #Business

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The Psychology Behind The Adoption Of Plant-Based Products

Hooded, heavy breathing and heavier recruitment – what Darth Vader attempted in 1983, Whole Foods shoppers attempt today.

Except, it’s not the Dark Side, but the Green Side of kale, arugula, and romaine.

With global warming on the rise, 19 billion chickens, 1.4 billion cows, and about 1 billion sheep and pigs all raised for food; consumers are set to save planet Earth with a vegan lightsaber.

It certainly feels like the age of the Vegan Enlightenment. Steak-obsessed dads know what a plant-based lifestyle is, while carnivores eat raw cow hearts at vegan festivals, while a man elsewhere resigns from his job after making anti-vegan jokes. Yes, that made headline news, and yes, this is the world we live in now.

So what is driving the divergence away from animal products and towards plant-based? And how are marketing leaders responding to the change? First, to understand the divergence, we must dive into the psychology of morality. Next, we will check in with marketing professionals who understand the drive behind plant-based consumer behavior and the resulting products.

The Psychology Behind The Divergence

We tend to separate our values from our own actions. Here are simple questions to prove this: Do you think animal torture is cruel? Do you eat factory-farmed meat? 

The odds are most disagree with animal cruelty yet still eat meat. This psychological conflict between the preference for meat and the moral response to animal suffering is what psychologists call the meat paradox. In short, people don’t want animals to suffer but still like to eat meat anyway. 

The paradox in the meat paradox is that moral nature holds meat-eaters at gunpoint with the question: How can I be a good person and still eat meat?

It works like this.

There are two general systems the brain utilizes for moral decision-making. The first system is emotional, quick, and intuitive. The second is rational, effortful, and explicit. The difference between the two is easily illustrated in the Classic Trolley Car Problem.

Imagine this scenario: Six people are tied to train tracks, and a train is headed towards them. You are standing on a bridge with one person in front of you. The only way to save the six people is by pushing the one person on the bridge who will fall on the tracks and, in turn, stop the train from killing the six tied to the tracks.

Your brain’s first system relies on its emotional center, the limbic structures. So the response hits quickly, reflecting your emotional reaction, telling you not to push the person because it’s just wrong.

Next, your brain’s second system is situated right above your eyes. Neuroscientists call this the dorsolateral prefrontal cortex, popularly known as the CEO of your brain. Unlike your emotional center, your brain’s CEO constantly assesses the rationality behind your decisions and would compute that six lives are worth more than a single life, moving you to push the one person on the bridge ultimately.

In the case of veganism, acknowledging that you’re sparing the suffering of an animal should outweigh the temporary delight of eating a steak.

The two systems are in conflict when confronted with a moral question. The prize for the winner? Merely getting to answer the question… 

Whichever system ultimately ‘wins,’ people innately strive for consistent decisions that align with general values held. People strive for consistency. At times, however, decisions still go rogue, and people behave inconsistently. When this happens, a special kind of mental distress is felt. Imagine how you would feel while eating ice cream during a healthy diet or smoking cigarettes while attempting to kick nicotine.

Psychologists call this hint of distress cognitive dissonance. More than a feeling of dissonance, it also comes with a bonus of psychic tension, which must be resolved. Just as people strive for consistency, people also strive to minimize dissonance by resolving it, whether consciously or subconsciously.

To cope with the dissonance, people may suppress the knowledge that animals can sufferFor instance, in a study, one group ate nuts, and the other ate beef. Researchers asked the beef group to consider the cow’s suffering. Unsurprisingly, they assessed the cow’s suffering lower than the nuts group.

So what’s the solution to the dissonance caused by the meat paradox? Either change behavior or change the beliefs. Either justify why people have to eat meat or turn vegan, vegetarian, or pescatarian or whatever suits the moral compass, really.

Flexitarianism, it seems, is what suits the moral compass and resolves dissonance for consumers today. A flexitarian is a part-time vegan who lives a life minimizing (but not eliminating) animal products and maximizing plant-based products where and whenever possible.

From Dissonance to Distribution

The animal agriculture industry contributes around $132.8 billion to the US economy on its own. But the tides, as they say, are a-changing.

Gone are the days where “Dry January” (abstinence from alcohol) and “Stoptober” (abstinence from smoking) are the only months of the year that cultivate self-improvement. With 250,000 people participating in the “Veganuary” (abstinence from meat-based diets) movement in 2019, not only is self-improvement yearned for, but also compassion toward the animals on the plate. 

Veganism is no longer practiced by a cult that’s powered by early morning yoga and avocado toasts. Vegans in the US increased by 600% from 2014 to 2017, more than the population of Los Angeles, New York City, Chicago, and Houston combined.

When James Brown sang “This is a man’s world,” he had no idea the vegan world would be led by young women – 79% of them below the age of 35 to be precise. Perhaps “men made the cars,” but it’s indisputably the women driving us to a more sustainable world. Beyoncé was right: Girls run the world.

Instead of going full vegan, people today are practicing flexitarianism by introducing (and substituting) plant-based foods into their diets. Though the meat substitute market is relatively small, but expected to grow $2 billion from $4.65 billion in 5 years, making plant-based the fastest growing lifestyle movement in Europe and the US. 

Plant-based meat substitute companies Beyond Meat and Meatless already produce low-cost, plant-based chicken wings, burgers, and sausages. Beyond meat has been so successful that it’s been listed on the stock market with post-IPO gains up by 734%.

You might assume the US coasts are driving the change. But, surprisingly, according to Rachel Tipograph, CEO of MikMak, the trend is not unique to the urban coasts of the US. “For plant-based foods, we are seeing strong conversion rates in the south of US, 40% consumer demand in the south, 33% in the west, 18% in the midwest. You may think it would be like red vs. blue, but the data shows otherwise,” says Tipograph.

Upstart brands such as Impossible Burger and Beyond Meat are the poster children of the plant-based movement, but it is only the beginning, according to Anders McGillis of Jackman Reinvents. “This space is still nascent. Think about Chobani and Fage, who lead the charge for greek yogurt. But now, Danon’s Oyokos’ is the best-selling greek yogurt in the States.” says McGillis.

Look around the local grocery store, and it is easy to see retailers and CPG brands are investing more in the plant-based categories. Plant-based products have resulted in new pockets of growth in the food market.

America is converging on the next diet trend: plant-based foods. Just like fat-free, organic, keto, paleo, and other food trends of yesteryear, is ‘plant-based likely to be the next punchline slapped on food products? All signs point to a hard yes because America has seemingly decided plant-based foods equal healthy foods.

Choosing between animal or plant-based diet used to feel like a choice between the way of the Sith or the way of the Jedi. Luckily, consumers today can leave the dissonance behind and have both by choosing the flexitarian lifestyle. I’ll (avocado) toast to that!

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Billie Eilish Dominates Spotify In America With Her New Album ‘Happier Than Ever’ | #Business

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Billie Eilish Dominates Spotify In America With Her New Album ‘Happier Than Ever’

Just one day after Billie Eilish released her long-awaited sophomore album Happier Than Ever, the tunes featured on what will surely be one of the biggest full-lengths of the year have all become massive streaming wins for the young singer. In fact, Eilish dominates the ranking of the most-streamed tracks on Spotify in America as millions of fans rushed to hear what the Grammy winner has been working on for several years now.

Five Eilish tracks appear inside the top 10 on the ranking for Friday, July 30 (the day Happier Than Ever was released), giving her control over half of all the spots inside the highest tier on the tally. Up first among the bunch of just-dropped cuts is “Happier Than Ever,” which arrived with a music video and which may be the new focus of the campaign. That tune starts off at No. 4. “Getting Older” launches at No. 6, and her highest-ranking two titles are among the few songs that managed to rack up at least one million plays on Spotify in the U.S. in a single day.

New at Nos. 8, 9 and 10 are Happier Than Ever album cuts “Oxytocin,” “Billie Bossa Nova” and “I Didn’t Change My Number,” respectively. 

MORE FROM FORBESBillie Eilish Charts Three Top 10 Albums On A Billboard List She Knows Very Well

Interestingly, Eilish doesn’t appear anywhere between Nos. 11 and 20, though she claims quite a bit of real estate for herself just above that mark and right below it. The superstar’s sweep continues at No. 21, and the “Bad Guy” powerhouse fills 10 more slots inside the top 40, bringing her total number of wins in that important region on that single day to 15. 

Just one song from Happier Than Ever, the previously-released single “Therefore I Am,” misses out on finding space inside the top 40. That cut lands at No. 46, meaning her entire album appears inside the top quarter of the 200-rung tally.

Here’s a look at where all of Billie Eilish’s songs rank on Spotify’s U.S. chart for Friday, July 30.

MORE FROM FORBESNew Singles From BTS, Post Malone, Justin Bieber And Billie Eilish Are Competing For Hot 100 Dominance

No. 4 – “Happier Than Ever”

No. 6 – “Getting Older”

No. 8 – “Oxytocin”

No. 9 – “Billie Bossa Nova”

No. 10 – “I DIdn’t Change My Number”

No. 21 – “NDA”

No. 22 – “Goldwing”

No. 23 – “Halley’s Comet”

No. 25 – “Lost Cause”

No. 27 – “My Future”

No. 35 – “OverHeated”

No. 36 – “My Responsibility”

No. 37 – “Male Fantasy”

No. 38 – “Everybody Dies”

No. 40 – “Your Power”

No. 46 – “Therefore I Am”

MORE FROM FORBESThe 2020s Decade Belongs To BTS On The Hot 100

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Director Kim Seong-Hun Was Drawn To ‘Kingdom’s Original Take On Zombies | #Business

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Director Kim Seong-Hun Was Drawn To ‘Kingdom’s Original Take On Zombies

It was an invitation from writer Kim Eun-hee that prompted director-screenwriter Kim Seong-hun to consider directing the historical zombie series Kingdom. He so admired her previous film and drama work that a chance to collaborate was hard to resist. Since signing on, he’s directed two seasons of Kingdom, plus the 2021 special episode Kingdom: Ashin of the North

“I loved all of her works before Kingdom, but among all of them, I particularly loved the film Once in a Summer and the TV series Signal,” said Kim. “I struggle so much to complete a scenario for a two-hour film, procrastinating as much as I can, and I can’t help but find myself impressed by how diligent she is as a writer and also amazed by her ability to write such long and tight stories with a fresh perspective and captivating plots. I’d already known her so well even before we started working on Kingdom (and we used to encourage each other when we didn’t have much going on as creatives). We became better drinking buddies after working on Kingdom. I think that should be enough to explain how our collaboration has been.” 

The story of Kingdom also impressed him and the fact that it would be the first Korean drama Netflix

NFLX
produced.

“I was curious about the combination of historical drama and zombies and doing a longer story than what I was used to,” said Kim. “Lastly, I was curious about what it’s like to work with Netflix. Back in the summer of 2016, when I was offered the project, Netflix was still a very new platform in Korea with a limited number of subscribers. But I was told that Netflix prioritizes and respects creative freedom and so I wanted to experience what it was like. In the end, it turned out to be an experience that satisfied all of my curiosity.”

The story of the zombies’ creation and the plot’s inherent social messages intrigued Kim. In Kingdom greedy government officials are indifferent to the struggles of the nation’s least powerful people, leaving the poor more vulnerable to the zombie plague. The officials don’t want the crown prince to take the throne and do all they can to subvert his efforts to stop the zombies.

“The monsters were created by the corrupt leaders’ endless greed for power and extreme hunger of the ordinary people,” said Kim. “I thought the premise of the story was more tragic and fascinating than any other zombie series or films I’d seen. As a director, I felt that there was ample room to try new things in terms of genre and themes.” 

Ashin was not a character in the first two Kingdom seasons nor in the webcomic Burning Hell Shinui Nara that inspired it, but adding the character did provide some backstory. 

“I received the treatment for Kingdom: Ashin of the North while we were filming season two of Kingdom,” he said. “It was about five pages long, and I remember calling writer Kim Eun-hee as soon as I was done reading it. I complimented her and said, ‘How on earth did you come up with this? You’re a genius.’”

Directing a multi-season storyline was a different experience than directing a film. Before Kingdom, Kim was best known for writing and directing the box office hit A Hard Day, starring Lee Sun-kyun and Cho Jin-woong. The film earned him Best Director awards at the 51st Grand Bell Awards and 51st Baeksang Arts Awards, as well as Best Screenplay at the 15th Busan Film Critics Awards and the Blue Dragon Awards. After A Hard Day, he directed Tunnel, also a critical success.

“The unique advantage of directing a multi-season series is that I can make up for what I felt was missing in a given season and challenge myself to make it better in the next one,” said Kim.

However a project can still leave him with some regrets. Was the project really his best effort? Could he have made the characters more interesting?  

“With a series that has multiple seasons, I feel like I’m given another chance at making a story better; it’s as if I have a list of items that I wish I had done better, and then I’m given an opportunity to put them into action. Of course, even after I’m done with a new season, I sometimes find myself struggling with the same problems from the previous season. It’s like getting a mathematical question wrong in an exam in high school and then getting the same question wrong in the next exam.” 

Kim has been described as a meticulous director but he modestly prefers to modify that description by saying he only strives to be meticulous.

“What I found challenging as I worked on the two seasons of Kingdom was the sheer amount of filming required and the density of the story,” he said. “Before Kingdom, I’d been used to packing an entire story into about two hours, and so, having to adjust the pace of working on a longer story was new to me. I’d describe it as a sprinter having to run a long distance. I wanted to bring the best of both worlds to the series, but I’m still a bit unsure if I was successful.” 

Kim doesn’t know whether Ashin, played by Gianna Jun, will appear in future seasons of Kingdom alongside series stars Ju Ji-hoon, Bae Doona and Ryu Song-ryung. Given the uncertainty caused by the pandemic, he’s also not sure about his own plans. 

“I’m preparing a film, called Kidnap, which has been delayed for production due to the Covid-19 pandemic, and I’m scheduled to start filming in Morocco early next year. If things go as planned without any disruption due to Covid-19, I think the film will be released towards the end of next year or in the summer of the following year.” 

After that film, Kingdom will hopefully return so viewers can find out if the zombies win.

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How to Use Milestones to Map Your Customer Journey | #Business

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How to Use Milestones to Map Your Customer Journey

Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I’m doing a solo show where I’m talking about some of the concepts in my newest book, The Ultimate Marketing Engine: Five Steps to Ridiculously Consistent Growth.

Key Takeaway:

In a previous episode, I talk about creating a Customer Success Track. And in this episode, I’m diving into one element of the Customer Success Track — milestones. The idea behind the Customer Success Track is that you develop a roadmap for the stages your customers can go through based on where they are today and based on what their desired outcome is.

Each of those stages in the Customer Success Track has milestones that make it clear what they need to accomplish in order to reach the next stage. In this episode, I’m going to map out a very clear picture of how to develop these milestones for your customer journey.

Topics I Cover:

  • [1:02] The idea behind the Customer Success Track
  • [1:48] What milestone marketing is
  • [2:37] Creating a clear picture of developing milestones
  • [2:41] Breaking out our stages of the channel work that we do: website, content, SEO, social media, email, paid search
  • [4:12] Assessing your customer’s milestones in the foundation stage
  • [10:16] Integrating all channels
  • [11:23] Getting access to the Ultimate Marketing Engine Companion Course

Resources Mentioned:

More About The Duct Tape Marketing Consultant Network:

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is brought to you by Fiverr Business.

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Fiverr Business connects your team with expert freelancers and provides a powerful workspace to manage all your projects and budgets more efficiently. You get access to a curated catalog of top outsourced talent in 500+ categories – already vetted for quality and experience. You can create projects, approve budgets, and manage your freelancing activity in one workspace.

They help you need to succeed by providing you with designated Business Success Managers to help all your accounts match with the right talent for every task and make the most of each tool for success while providing priority customer support. Sign-up for Fiverr Business for free.

 

Free eBook 
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Business Trip Abroad? How To Make The Most Of Long Haul Flights | #Business

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Business Trip Abroad? How To Make The Most Of Long Haul Flights

The prospect of a long haul flight where you are stuck inside a cramped plane for hours on end is not particularly thrilling, even when you know the end destination will make it all worth it. With the booming business district of Beijing around 11 hours from London Heathrow and the United States of America around eight hours away, some business trips can get off to a slow start.

So how do you turn the situation to your advantage and get the most you can out of long haul flights?

Get your nose down

A plane is the perfect place to get some work done, primarily because you are confined to your seat and because you have hours ahead of you with nothing else to do. Make the most of your travel time by taking your laptop and key documents onto the plane and getting your head down to finish that big presentation or tie up any loose ends. You’ll step off the plane feeling fully prepped and ready to go with a less cumbersome to-do list.

Remember to take USB sticks and any other gadgets you might need with you as well as headphones to block out any unwanted noise that could prove distracting.

Familiarise yourself with your destination

Whether you’re spending 24 hours or a whole week in your destination, it is well worth making sure you have at least a basic knowledge of the culture so that you know what to expect. Not only will you know how to conduct yourself but you will also impress the clients you have flown out to meet, especially if you can master a couple of phrases.

Get hold of a guidebook before you board the plane and get up to speed before you land.

Kick back and relax

Chances are, you’ve been incredibly busy in the run-up to a business trip and you’ll be rushed off your feet when you arrive at your destination, whether you need to prepare for a presentation or meet up with new or long-standing clients.

A plane is the only place you are not expected to be able to reply to emails, calls or texts so enjoy the peace and quiet and take some time to yourself before the madness begins when you’re back on solid ground!

Flight

Get some shut-eye

You might want to use this time to sleep, firstly to starve off boredom and secondly to help you adjust to your new time zone. Figure out beforehand how much you should sleep, taking into account the duration of your flight, the departure time and the local time of arrival.

Once you have considered all of the inputs, you can formulate a sleeping strategy. Remember to pack the appropriate gear into your hand luggage to help you drop off to sleep, including a comfortable travel pillow, masks and earplugs to shut out light and noise.

Whether you are planning to sleep or work, it might be worth considering the benefits of an aisle seat, where you won’t be disturbed by row-mates who need to stretch their legs or use the facilities.

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Kim Eun-Hee Shares Her Reasons For Adding Ashin To ‘Kingdom’ Storyline | #Business

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Kim Eun-Hee Shares Her Reasons For Adding Ashin To ‘Kingdom’ Storyline

When screenwriter Kim Eun-hee created the webcomic Burning Hell Shinui Nara in 2015 , she had no idea it would become a hit Netflix

NFLX
series only four years later. The first season of the historical zombie series Kingdom aired in 2019, followed by a second season and a 2021 special episode Kingdom: Ashin of the North. The special episode, referred to as a “sidequel,” stars Gianna Jun aka Jun Ji-hyun, but that character did not exist in Burning Hell Shinui Nara.

When Kim wrote the webcomic, she had not yet created the character whose tragic mistreatment plays a crucial role in spreading the zombie plague. It is Ashin who discovers the resurrection plant that can bring the dead back to life and uses it as an instrument of her revenge.

“I started working on the character Ashin, as I was working on the screenplay for season two,” said Kim. “I was thinking about how the resurrection plant, which mostly thrives in cold weather, made its way down to the south, where there are four different seasons, and arrived at the idea that somebody might have spread it. From then on, I continued to think about why that person would’ve spread such a dangerous plant and eventually created Ashin.”

Unlike some other characters in Kingdom, Ashin is not interested in stopping the zombie plague because humans have treated her badly. 

“Ashin is someone who has so much knowledge about the resurrection plant and a lot of grief and resentment (or “han” in Korean),” said Kim. “While the main characters of season one and two were trying to prevent the spread of the infectious disease, Ashin has the opposite goal. If season three is produced in the future, it will be the biggest danger to the crown prince and Joseon, leading to the drama’s tension.”

K-drama fans who know Jun only from her roles in the fantasy rom-coms Legend of the Blue Sea or My Love From Another Star might not immediately envision her in such a serious role, but Kim was well aware of Jun’s range and abilities. Kim also created the screenplay for Jirisan aka Cliffhanger, Jun’s next drama.

“Gianna Jun has incredibly wide range as an actor—she was bubbly and lively in My Sassy Girl, but in Assassination she also proved that she can bring to life a very strong character with a lot of depth,” said Kim. “She also has very good physical skills to pull off action scenes. I thought she was the best actor for Ashin, who carries a lot of pain in her heart, and so I envisioned Gianna Jun playing Ashin from the time when I was working on the screenplay.”

Kim diligently researches the projects she works on and that has contributed to the success of previous hits, such as Signal, which won Best Screenplay awards at both the 2016 APAN Star Awards and the Baeksang Arts Awards.

“I consider research the most important part of working on a screenplay,” she said. “In order to create the character Ashin and get into her head to understand what her priorities are, I had to study the characteristics of the northern regions of Joseon. The research process takes a lot of effort, but the more you research, the more dimensions you will be able to add to your character.”

Still, the character of Ashin was not difficult to create. 

“I always have to write and revise my work like my life depends on it,” said Kim. “Of course, there are moments where I get to create a character whose story arc comes relatively easily. And Ashin was one of those characters.” 

While Kim says she worked hard on the series and wanted it to be a success, she was “beyond excited” to hear that viewers outside of Korea also loved the series. 

“I’m very grateful and happy that they do and the positive feedback also gives me a sense of responsibility that I need to make the rest of the story better, assuming that I’m given the chance to continue to work on the series.”

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How To Use Business Storytelling To Captivate Any Audience | #Business

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storytelling

Marketing Podcast with Janine Kurnoff

In this episode of the Duct Tape Marketing Podcast, I interview Janine Kurnoff. Janine is the co-founder of The Presentation Co and co-author of Everyday Business Storytelling: Create, Simplify, and Adapt A Visual Narrative for Any Audience 1st Edition.

Key Takeaway:

We’re living in a really noisy time where we’re constantly marketed to. Storytelling helps us break through the noise, and it helps us be heard in an authentic way — because in order to craft a narrative, you really have to walk in your audience’s shoes.

Business storytelling is this idea of taking the concepts of classic storytelling and then helping those of us in the business world make it practical and relevant. Janine Kurnoff has developed a simple, repeatable framework to help you turn your ideas and insights into an authentic, persuasive story. In this episode, Janine Kurnoff and I dive further into how to develop compelling business narratives.

Questions I Ask Janine Kurnoff:

  • [1:30] Why are all marketers telling us to tell stories?
  • [2:57] You have a very scientific, brain-driven framework for storytelling – can you unpack that a little bit?
  • [4:21] Out of the four signposts of a good story (settings, characters, conflict, and resolution) what are the ones people screw up the most?
  • [5:32] Can you give me an example of setting, character, and conflict?
  • [7:26] What role does the storyteller play?
  • [9:17] Do you always need conflict and do you have to create conflict when it doesn’t exist?
  • [12:13] When you’re giving people advice on what they should and shouldn’t do in their slide decks, what are the five things they should never do?
  • [14:20] Is there a difference in how presentations should be done depending upon the audience size or location (Zoom or in-person)?
  • [19:55] Where can people find out more about your work and your book?

More About Janine Kurnoff:

More About The Certified Marketing Manager Program Powered By Duct Tape Marketing:

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is brought to you by Fiverr Business.

fiverrr

Fiverr Business connects your team with expert freelancers and provides a powerful workspace to manage all your projects and budgets more efficiently. You get access to a curated catalog of top outsourced talent in 500+ categories – already vetted for quality and experience. You can create projects, approve budgets, and manage your freelancing activity in one workspace.

They help you succeed by providing you with designated Business Success Managers to help all your accounts match the right talent for every task and make the most of each tool for success while providing priority customer support. Sign-up for Fiverr Business for free.

 

Free eBook 
7 Steps to Scale Your Consulting Practice Without Adding Overhead

The Duct Tape Marketing Consultant Network has helped me to grow my business by over 40% in the last 12 months. ~ Michael Quinn – Michael Quinn Agency, Fargo, ND


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