Tifany Mazza is the founder and creator of the curated vegan and cruelty-free marketplace Not to Die For, and also the founder and digital marketing director of tykio., a digital marketing agency. With over a decade of experience Tifany has successfully crafted notable, measurable results, and has had the privilege of leading actions for companies including V-dog, Nestlé and Haus Labs by Lady Gaga, to name a few.
In this article, Tifany discusses the shifting consumer expectations around vegan and ethical products. She explains how the traditional “green tax,” or premium pricing for such goods, is becoming outdated as consumers demand both affordability and ethics. Brands that adapt to this trend by offering competitively priced, ethically produced products will succeed, while those that cling to premium pricing risk losing relevance in the market.
The End of the “Green Tax”
By Tifany Mazza, Digital Marketing Expert & Founder, Not to Die For
For years, veganism was a niche lifestyle associated with premium pricing, often called the “green tax”. This extra cost was accepted by early adopters who were willing to pay more for products that aligned with their values. But in 2024, the rules have changed. Consumers, now more informed and empowered, are demanding both affordability and ethics, and brands that fail to adapt are at risk of losing relevance.
The mainstreaming of veganism — without the price tag
The rise of veganism in mainstream markets has been remarkable. Vegan products, once relegated to specialty stores, are now available in major retailers and fast-food chains. However, many companies still cling to outdated pricing models, believing they can charge a premium simply because a product is plant-based or cruelty-free. Starbucks charging extra for their dairy-free options, Beyond and Impossible burgers being the expensive ones, cruelty-free and vegan makeup and skincare labeled as premium, you name it.
As a marketing strategist who observed firsthand how the landscape has evolved for vegan and eco-friendly brands, it’s clear that the days of premium pricing for ethical goods are numbered. Modern consumers know that ethics and accessibility can—and should—coexist. Brands that continue to price their products at a premium because of their ethical claims are missing the mark. Affordability has become as important as ethics in purchasing decisions. It’s not enough for brands to offer cruelty-free, organic, or sustainable products; they must also demonstrate that ethical consumption is accessible to everyone, regardless of income level. As a strategist, I see this as a key growth opportunity for brands willing to innovate their pricing and business models.
Affordability meets ethics: The key to future growth
Agile brands that understand this shift are already finding success by offering high-quality, ethical products at competitive prices. By optimizing supply chains, reducing overhead, and leveraging direct-to-consumer models, these companies are showing that affordability doesn’t have to come at the cost of ethics. In the personal care and lifestyle sectors, businesses like Not to Die For are leading the way by curating ethical products while having a best-price guarantee policy. Marketing efforts that emphasize both affordability and values are resonating with a broader audience than ever before.
As marketers, we know that price sensitivity is a critical factor in consumer behavior. Brands that adapt their strategies to reflect this growing demand for affordable vegan products will capture a larger share of the market. Those that don’t will inevitably fall behind and lose their audience.
The danger of inaction for legacy brands
For established companies, the message is clear: if you continue to price vegan products at a premium, you risk becoming irrelevant in a market where affordability is king. It’s not enough to simply tout your ethical credentials anymore.
Many established companies have grown too comfortable clinging to the “green tax”, but as new plant-based and cruelty-free products enter the market, these brands must innovate and adapt. Brands that fail to evolve will lose market share to newer, more agile competitors. Consumers’ needs and wants are changing fast, and brands that don’t keep up with this demand for not only ethics but affordability, risk becoming irrelevant.
Affordability that brings more revenue – not the other way around
Bringing affordability doesn’t mean losing revenue. In fact, by understanding the needs of the modern ethical consumer, brands can adapt their strategies and increase sales through accessible pricing. There are many ways brands can innovate without compromising revenue:
- Tiered pricing models
Offering products at various price points allows brands to cater to a broader audience. By creating budget-friendly options alongside premium offerings, companies can attract both price-sensitive consumers and those willing to pay more for enhanced features. - Value-based bundling
Package complementary products together at a reduced rate to provide customers with more perceived value. This not only encourages larger purchases but also helps customers feel they are getting a better deal. - Flexible subscription plans
Implement subscription services that offer discounts for regular purchases. This approach provides consumers with affordability while creating a steady revenue stream for the brand. - Promotions and loyalty programs
Launch targeted promotions or loyalty programs that reward repeat customers with discounts or exclusive offers. This builds customer loyalty and incentivizes repeat purchases. - Sustainable sourcing
Innovate your supply chain by sourcing materials sustainably. This can reduce costs and improve brand reputation, allowing you to pass savings onto consumers without sacrificing margins. - Performance-based digital marketing
Focus your marketing efforts on campaigns that deliver a strong return on ad spend, while balancing it with long-term organic strategies. By analyzing performance data and optimizing your ad budget for high-impact channels, you can reduce customer acquisition costs and increase profitability, allowing for more competitive pricing.
Since I’m a digital marketer, I’ll expand on the last item, which is my main area of expertise. These are the top performance-based strategies that vegan companies can leverage from a digital marketing standpoint:
- Targeted Advertising
Utilize data analytics to create targeted advertising campaigns that reach specific demographics not only interested in veganism but broader audiences as well. Platforms like Facebook and Google Ads allow for precise audience segmentation, ensuring your message reaches the right consumers at the right time. - Retargeting Campaigns
Implement retargeting strategies to re-engage users who have previously visited your website but did not make a purchase or left their email. By serving personalized ads to these potential customers, you can remind them of your offerings and encourage conversions. - A/B Testing
Regularly conduct A/B testing on your marketing materials, such as emails, landing pages, and ad creatives, to determine what resonates best with your audience. This data-driven approach allows you to optimize campaigns for higher engagement and conversion rates. - Email Marketing Campaigns
If you have a consumer list already, this is the channel that will most likely bring you the highest ROAS (Return on Ad Spent) if done right. Create targeted email campaigns that offer personalized product recommendations, special promotions, or educational content they care about. Email marketing remains one of the most effective channels for driving sales and retaining customers, but it’s also one of the most neglected ones in the digital marketing space. - Optimize your website
Even if your ads are great, if your website has a bad user experience, people won’t stay and most importantly, won’t convert. Before you spend money on ads, make sure your website looks good on phones and computers, loads fast, and is easy for everyone to use. You can use tools like AccesiBe to help people with disabilities use your site too. - Analytics and Continuous Optimization
Regularly analyze your digital marketing efforts to identify what’s working and what needs improvement. Use tools like Google Analytics to track performance metrics, enabling you to make data-driven decisions for ongoing campaign optimization.
By implementing these performance-based strategies, vegan companies can enhance their marketing efforts, reduce customer acquisition costs, and ultimately drive revenue growth while maintaining a commitment to affordability and ethics.
A strategic imperative for brands
I see the end of the “green tax” not as a challenge, but as an opportunity. By embracing affordability and ethical standards, brands can tap into a larger, more diverse audience. The future of veganism—and ethical consumption as a whole—depends on making these products accessible to all, not just those with the means to pay a premium.
Brands that adapt their strategies now will gain a competitive advantage, while those that hold on to outdated pricing models will struggle to keep up. The future of ethical consumerism is affordable, and it’s up to marketers and businesses alike to lead the charge.
