The New Food Fad Featuring PETA

            Trends in society are not just limited to fashion. A new fad in the food industry revolves around healthy eating. Popularity is increasing for gluten-free, non-GMO, grass-fed meats and dairy, locally grown fruits and vegetables, and even vegan food options, creating commotion for the current “health craze.” I have always strived to fill my diet with healthy foods. I also don’t eat red meat, although this is based on moral grounds. I’ve been a passionate animal rights advocate my entire life. My parents had three Great Danes when I was born, so my love for animals was engrained in me at a young age. That being said, my stance in strong support of animal rights aligns with that of PETA—People for the Ethical Treatment of Animals. I know many people are apprehensive or even repulsed whenever the name of this organization is mentioned. This reaction is reasonable since PETA is known for aggressive marketing campaigns, many of which have been very controversial. Despite a wide array of negative and positive responses, PETA successfully draws attention to their message and ensures it is heard worldwide. 

            Some of PETA’s advertisements are more tasteful than others. Although advertisements with straightforward, harsh statements definitely speak louder, they may not be as likely to compel any changes in their audience. PETA’s statements like “meat is murder” can shock its audience, causing them to become defensive because they do not think of themselves as murderers as this phrase suggests. As a result, people will feel like they are being attacked, and might block themselves off from this message as well as futures ones. However, more clever advertisements including pictures of adorable animals are much easier for people to relate to and elicit more of a response. All of PETA’s marketing campaigns strike an emotional chord in its audience. The key is to trigger an emotional response that inspires, rather than scares, people to change their individual habits.

            Even as a fervent animal rights enthusiast, I believe some of PETA’s marketing strategies are too harsh. This organization does have good intensions and an obvious passion to protect animals. From a marketing perspective, it is important to consider the audience’s reactions to campaigns in order to achieve the desired results. PETA has executed many successful campaigns in the past, proving aggressive techniques can work. Moving forward, PETA can better influence its audience by balancing more aggressive campaigns with softer, more “G-rated” ones.