Will Consumers Buy Into Beyoncé's New Vegan Biz?

News & Views | Gerren Keith Gaynor | 06/08/2015 | 04:15 PM EDT

Centric explores the brand power of Queen Bey

As always, the world stopped when news broke that Beyoncé would make a mystery announcement on “Good Morning America” Monday. While many were expecting the singer to reveal a pregnancy or new music venture, it turned out she actually wanted to use the airtime to promote her vegan business venture.

As announced earlier this year, Mrs. Carter joined forces with nutritionist and physiologist Marco Borges, who created the “22-Day Nutrition” company that instructs people on how to live life as a vegan and its major health benefits. The program is supplemented with a book titled “The 22-Day Revolution,” as well as a home-delivery service that brings prepared meals right to your doorstep. Beyoncé credits Borges’ program for her weight loss and praised figure.


"I am not naturally the thinnest. I have curves. I'm proud of my curves and I have struggled since a young age with diets and finding something that actually works, actually keeps the weight off, has been difficult for me," she said. “I felt like my skin was really firm, a lot tighter than when I deprived myself of food and got the weight off fast, and the weight stayed off.”

Many Bey fans and critics, however, took to social media to express their disappointment with Bey’s announcement, accusing the singer of duping them into thinking her “Good Morning America” announcement was something more grand.

Reactions to Beyoncé’s veganism and subsequent business venture points to a larger question of whether or not consumers will buy into the brand. As one of the most influential women in the world, one can only assume Bey’s popularity will prove to be successful in converting people to veganism, or at the very least get them to try out the 22-Day Nutrition program for themselves.

But will having millions of fans around the world truly translate into active consumers and, more importantly, dollars for the business? That is yet to be determined, however, one can only assume Beyoncé’s magic touch will certainly lead to some level of success.

However, the entertainer’s business venture could suffer if she does not authentically align herself with the brand. Championing the benefits of veganism and not staying true to the diet could lead to a lack of trust in the program. There were signs of such brand apathy when social media users posted images of Beyoncé eating a burger in her recent video “Feeling Myself” with Nicki Minaj. If consumers don’t believe Bey is committed to a vegan lifestyle, why would they spend their hard-earn money to try it out for themselves?

Still, Beyoncé’s sway is undeniable. Her entire brand has been built around fantasy and flaunting a small-waist-to-curve ratio that every woman desires. If she’s able to keep consumers enthusiastic while promoting the benefits of a vegan diet even if she’s not totally practicing the diet, consumers will certainly want to at least give it try. She would have to be, of course, mindful of overselling its value and, more pointedly, abusing her celebrity reach which at times is accused of being oversaturated.

At the core of every good business is one that inspires buyers or consumers and offers a lifestyle they want to be a part of. The question is whether or not Beyoncé alone is enough to do that.

(Photo: Jason Merritt/Getty Images)

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