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Plant-forward, art-literate slow livers who turn everyday rituals into culture - blending homegrown wellness, creative curiosity, and intentionally crafted taste.
This is the person who follows Vegan Scratch Kitchen and Letters of Note, bakes with intention, forages for pleasure, and treats everyday posting like a record of values.
Ranked by audience overlap - what makes this audience distinctive
Craig Morrison’s audience reads like a modern soft-life intelligentsia - people who treat food, beauty, and home as extensions of ethics and taste, not separate categories. Their pull toward Vegan Scratch Kitchen, Letters of Note, The Art of Soil, Ling Chang Leather Crafting, and Habibi Funk suggests a consumer who romanticizes craft, intentional living, and cultural texture, while still wanting everything to feel personal, handmade, and emotionally literate. This behavior is perfectly illustrated by their simultaneous consumption of Susanna Bowers and Dr. Emily Prpa, alongside No Meat Disco and Deeyah Khan, revealing an audience that doesn’t just want lifestyle inspiration - they want nourishment, authorship, and worldview all braided together.
This is based on 894 total affinities - including:
The defining characteristic of these users is how they simultaneously embrace hand-touched, earthbound living - foraging, permaculture, gardening, calligraphy, ceramics, The Art of Soil, Wildflower Cottage, and vegan kitchen culture - while staying magnetized to hyper-online, aesthetically fluent self-expression through graphic design, filmmaking, hobbyist electronics, 3D printing, and creators like Alexander Tullo, Dom Lawrence, and Diana Extein. What makes Craig Morrison’s crowd so fascinating is that they do not treat slow living and screen life as opposites, but as collaborators - the homestead fantasy gets edited, stylized, and posted back to the feed with the same devotion as the sourdough, the leathercraft, and the glamping weekend.
Estimated demographics - inferred using mixture of experts on media affinities
The distinct psychographics making up the base
It is easy to look at this group and see a stereotype, but the data proves they are actually domestically creative cultural curators - people who treat everyday lifestyle content as a gateway to handmade taste, ethical food, and intellectually textured living rather than simple relatability. Their world is built from Vegan Scratch Kitchen, Letters of Note, Habibi Funk, Alida's Bakery, The Art of Soil, and Ling Chang Leather Crafting, then deepened by plant-based cooking, foraging, permaculture, calligraphy, ceramics, and printmaking - which means this is not a passive lifestyle audience but a self-authoring one.
Showing 10 of 894 affinities - unlock the full breakdown
Non-obvious, high-leverage moves for this audience
Build a creator-led supper club content series with Susanna Bowers, The Iranian Vegan, Peter Le, and LiftOff Creamery, then distribute short edits through Vegan Scratch Kitchen and Vegan Food Recipes instead of broad lifestyle media.
This audience responds less to polished influencer lifestyle and more to intimate food rituals, plant-based experimentation, and creator ecosystems that make everyday living feel cultured, handmade, and socially shared.
Launch a limited-run home capsule with Wildflower Cottage, The Art of Soil, Ling Chang Leather Crafting, and Freckled Honey Vintage that bundles pantry goods, table objects, and craft pieces, sold through pop-up glamping or garden workshop events hosted by lifestyle creators like Mama Nomes or Soeun.
Their behavior links food, domestic space, sustainability, and artisanal style into one identity, so retail works best when it turns consumption into a slow-living world they can physically step inside.
Activation ideas, media, and partnerships backed by real data.
Find partnership opportunities, media placements, and influencer alignments that actually match your audience.
Identify adjacent audiences for expansion, understand who your customers really are beyond your own analytics.
Understand your audience's identity - what brands they trust, what content they consume, and what drives their attention.
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