2. “The number of people who describe themselves as vegan has reportedly risen 350 percent in the UK in the last decade, and 600 percent in the US in just three years.”  —— this means that it is a trade that have been accepted by lots of people.

3. At the end, this is a presentations that  analyze one year’s worth of conversations around “veganism” and “plant-based diet,”  found that there are three main communities that drive the vegan movement on social media. —— these three main communities represent the incentives for target audience to be a vegan. ——  1) self-care and well-being, 2) health and fitness, and 3) animal welfare and sustainability.

4. On social media, it is clear to find the most effective hashtags. #crueltyfree is matchable for my campaign idea, this is the most top hashtag among the motivation of animal welfare and sustainability. 

4. Also, veganism is always a controversial topic. More media outlets driven the fight of say no to veganuary. One reason is that being vegan is not that health as people presented, the other one argued about the theory of speciesism.

5. The demographic of age is about young people who are around 18-34, because they have ample money to spend and their diet changing easily. So generation z or young people would be my target audience group.  —— Citing a 2017 study, Forbes argues that “the shift toward plant-based foods is being driven by millennials.” Younger consumers are more likely to care about animal welfare, the environment, and supply chains when purchasing food. —— for those particular group, i found that they are more care about animal rights, sustainability and the environment.