Non-profits and their causes are created out of the existence of a problem in need of a solution, usually political or cultural in nature. Veganism is a cause that has developed because of animal cruelty and oppression. Vegan non-profits seek to educate people about the issues, without focusing on giving back to the organization with profits. Herein lies a dangerous grey zone. When followers of a cause increase, demands on organizational resources increase, and eventually some form of business model is needed to reach out to growing numbers of members. But there is a fine line between successful promotion/expansion of a cause and commercialization. Below are ten dangers I’ve chosen to highlight. You may agree, disagree or find this list isn’t inclusive, so feel free to leave comments below.
1. Cannibalizing other causes. I recently wrote a blog post about PETA’s advertising and how, in this particular campaign, their strategy has taken the focus away from animal rights and put it on Pamela Anderson’s body. The commentary surrounding this “edgy” ad has been redirected to whether or not women’s rights are in question. Commercializing animal rights as PETA has done has possibly led to the cannibalization of one cause for another. Women’s rights for animal rights. People shouldn’t have to choose one belief; polarization occurs when too much effort is put into being progressive instead of targeting the true message. Amnesty International is another cause-related organization known for over-the-top advertising. You decide if Amnesty compromises the human rights plight for something else entirely.
2.Wishy-washy messaging. The opposite of the PETA approach is to avoid targeting anybody in hopes of achieving the highest mass audience. An attempt to reach “everyone” by not taking a strong stance could water down the message you are trying to send about the animal rights cause. Trying to reach the masses with bland promotions leaves the message too broad; it doesn’t convince anyone of the urgency in the issues you’re peddling. It won’t strike an emotional cord, leaving inaction as the best possible choice.
3. All About the Benjamins. Following the lead of high-profile corporations by getting bogged down with the bottom line is the quickest way to become a for-profit. If all your strategizing and creativity funnels into the “books” and staying afloat - i.e into efforts that pull in more revenue - before you know it, the friendly grassroots organization you once were could be a fond memory. Corporate sponsorship can also ruin non-profit ideas by having too much influence on the decision making.
4. False Idols. Copying non-vegan culture in advertising is tricky. The practice of following standard marketing prototype needs to be monitored and evaluated constantly or you may end up projecting false images. Your organization won’t want to nurture a negative/unattainable ideal related to envy or appearances, or encourage a lifestyle of materialism by trying to compete with the top brands of today.
5. Consumption. Turning animal rights into an excuse for consumption, mass production, and capitalism could lead your company to an output of lowered environmental sustainability (in the production of your vegan goods). The idea – which is healthier for us, the animals, and the world in general - is to consume less, and to consume more ethically; it’s important not to lose sight of that.
6. Legislation. Although it can be very helpful to the vegan cause to get politicians involved, it is wise to step cautiously in this arena. Commercialism can deter politicians/lawmakers if there is any association with advertising scandals or radicalism that may have the potential to hinder re-election. We want to change legislation, not get tied up in red tape.
7. Values. The Media Awareness Network (from Canada) says that “Commercialism may erode values – such as sharing, co-operation, and frugality – fostered by families, religious institutions, and schools.” Costs, especially commercial costs, get in the way of charitable aspects which could dissolve community outreach efforts, ties to co-ops, neighborhood relationships and educational endeavors. The effects of a decrease in charity range from cannibalizing other sister-organizations, owing favors to corporations and losing sense of the original cause for which your non-profit was founded.
8. Too evangelical. With a lot of power and a big name, an organization will fall hard if they can’t keep up. A vegan organization should be careful not to imply that veganism will end all troubles, which can happen in lofty advertising messages. All eyes will be on your name for the key to weight loss, finding a spouse or becoming an overall happier person. If you preach large, your organization will be expected to deliver.
9. Erosion of artistic freedom. Mass targeting leaves no room for tailored messages as mentioned above, and by commercializing the vegan lifestyle you could leave the impression that it is a one-size-fits-all program. In reality, beliefs and practices are (and should be) different for each person. Veganism isn’t as simple as one-two-three. Artistic freedom to express the multifaceted nature of veganism goes out the door when deadlines and budgets become gods.
10. Elitism. Advertising emphasizes a sort of elitism and encourages capitalism. In combination with all the dangers listed above, a vegan organization that capitalizes on the commercialization of their cause will leave in the dust all but a small circle of well-knowns and have-it-alls. And then who will spread the word on behalf of animal welfare if they want to keep their tight circle closed?
TALK TO US: Now’s the time to chime in. What do you agree with? What do you disagree with? What is left out?
