Politics, Policy & Media campaigns, elections and communications

Vegan Marketing & a fight in the Sri Lankan parliament


A vegan friend sent me a link to this article, with the comment that this shows how moral activism can work. We frequently debate the tactical effectiveness of making the vegan lifestyle a primarily moral issue is in converting meat eaters.

Aside from pointing out the irony of sending me a link to an NRA site, my reply to him is below (lightly edited for clarity):

Hunting is a terrible analogy for veganism. Unlike consuming meat, it’s an activity that is very remote to most people in the west (I suspect something that mostly the wealthy or rural people do). The opportunity cost of being anti-hunting is minimal. It is something your average American or Brit has little connection to and is culturally remote. They don’t feel bad about condemning hunting because they aren’t condemning themselves.

What I would suggest as a tactic is a mix of moral persuasion and making veganism an attractive lifestyle choice for health, taste and convenience. There’s a behavioural economics theory called prospect theory. That postulates that “People make decisions based on the potential value of losses and gains rather than the final outcome.” & “losses and gains are valued differently, and thus users make decisions based on perceived gains instead of perceived losses.”

Right now, IMO, the marketing from radical fundamentalist vegans is not doing a good job of showing the perceived gains (because they are wholly focused on the moral dimension) in comparison to the perceived losses.

I wrote a bit about prospect theory in a political context here http://politicspolicymedia.com/voters-prospect-theory-trump-lessons-part-3/

This latest farce in the Sri Lankan Parliament reflects well on no-one. However, I can help but feel that the anti-government faction missed a trick here. They should have let the Prime Minister make his speech. Every time he has to address the issue, he associates his brand with it. Instead, the discourse has shifted to parliamentary behaviour.

The reason for this conduct is obvious to me:

  • A defining characteristic of those MPs is their sycophantic behaviour to Mahinda Rajapaksa. Grandstanding behaviour as seen in the video is part of that — children clamouring to be noticed.
  • They are playing to their base who have no interest in seeing an actual debate. However, this is a very short-sighted move, as such behaviour is off-putting for undecided and swing voters.

About the author

Rajit Hewagama
Rajit Hewagama

A highly experienced digital strategist, with an extensive background in social media marketing and e-commerce and has served as an online communications strategist for national level political and cause-based

Add comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Rajit Hewagama By Rajit Hewagama
Politics, Policy & Media campaigns, elections and communications