There's a type of fabric that looks like leather, feels like leather, but isn’t leather (or made from any animal materials).
For decades, it was called "Pleather" – a combination of the words "plastic" and "leather" – and it was considered cheap, tacky, and artificial.
But today, that same material is a $41 billion market.
What changed?
The name.
Now we call Pleather "Vegan Leather."
And that simple reframing transformed not just how people perceive the material, but how they feel when they’re wearing it.
Join host Jen Clinehens (MS/MBA) to explore the fascinating story of how Pleather became Vegan Leather…
How the meaning we attach to a product or experience defines its value…
And how you can use this strategy to transform perceptions of your own products and brand.
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What is Choice Hacking: The Marketing Psychology Podcast?
This is THE podcast for marketers, product designers, business owners, consultants, and coaches who want to sell smarter using the power of buyer psychology and behavioral science.
If you're tired of chasing algorithms, trends, and tactics that fizzle and want a deeper understanding of why people buy, Choice Hacking will help you build a business rooted in what makes *your* buyers tick.
Hosted by marketing psychology expert Jennifer Clinehens MS/MBA (who's worked with brands like McDonald’s, Adidas, Microsoft, T-Mobile, Starbucks, and more), the show breaks down how the world’s biggest brands use marketing psychology to drive action…
And how you can apply the same insights, even without a Fortune 500 budget.
Expect bite-sized (<15 minutes), story-driven episodes packed with counterintuitive marketing insight and fascinating case studies to help you turn strangers into believers and believers into buyers (who come back again and again).
Whether you're a seasoned CEO, corporate leader, entrepreneur or a solo business owner….
This podcast will change the way you think about marketing and business forever.
“No exaggeration; your podcast is the best-produced marketing podcast I’ve ever listened to.” - a happy Choice Hacking listener