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[Podcast] Is the Vegan Market Viable for Designers?

Posted by Ilise Benun on

As I have been developing our new product, The Pick a Niche Kit, I came across this podcast interview I did late last year with Robin Ridley of, who has been narrowing her professional focus on her personal passions, the animal welfare and vegan markets.

Here’s what Robin had written to me: “Thanks so much for helping me make the leap toward truly targeting my ideal audience. As you pointed out two years ago, it’s most definitely a process, but one that is well worth the investment.”

Robin joined me as a guest on the Marketing Mentor podcast to describe exactly how she is narrowing her focus.

I asked Robin what she initially thought when the idea to target animal welfare and vegan markets came up. She said, “It was honestly a ‘too good to be true feeling’—how could I possibly merge something that I am pretty passionate about in my personal life with something that’s going to drive my business? This idea of combining my personal and professional lives was strangely appealing and it felt like coming full circle somehow.”

She explains her process in our interview. But if you don’t have time to listen, here is an excerpt:

Robin: I think a lot of it was introspection for me but once I wrapped my head around the idea that this could actually manifest, I started doing lots of online research, looking at statistics and seeing where the industry was going. Vegetarianism was just part of who I was but I didn’t have any clue what kind of impact it was having on the economy, how many businesses were popping up and how many consultants and restaurants and people are pushing this incredible movement to the forefront. It’s becoming a pivotal issue for our planet.

That made me think, “This is growing and I don’t see it turning around or going backwards. That is encouraging but how do I make money doing this?”

That’s definitely the process that I am still in the middle of. It’s finding the right connections. I think it’s being willing to network, which I was never great at before, at least I told myself that I wasn’t great at networking. But actually it’s a lot easier when it’s something you are passionate about because you might already be interested in going anyway. Now you are going for both personal and professional reasons, so that is key I think.”

Listen to the interview here.

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