Ideological Divide Over Plant-Based Meat As Conservatives Turned Off By ‘Woke’ Brands – New Study

A new study suggests that there is an ideological divide over plant-based meat, with conservative consumers being turned off by brands that emphasize climate and environmental concerns, labeling them as "woke." While plant-based meat products have been critiqued for their high prices and unclear health implications, the issue of climate change further polarizes consumers based on their political beliefs. The study found that conservative consumers are less likely to try plant-based meat and are generally less interested in considering it, especially when environmental benefits are highlighted in advertising.

The research highlights the importance of understanding consumer attitudes and beliefs when promoting plant-based products. With sales of plant-based meat products stagnating, brands may need to reconsider how they communicate the benefits of their products to appeal to a wider audience, including conservative consumers.