mainstreamising of plant-based/Vegan products, that I reckon is being driven partly via the connection to sustainability.
The trend doesn’t seem to be slowing, and there are plenty of start-up (ish) brands following Oatly’s example and being all activisty about farting (or is it burping?) cows.
But this is no way to go if you’re a mainstream brand that makes its money by churning out meat or dairy-based products at scale. On this note, it will be interesting to see how Ben & Jerry’s develops in light of a potential clash between social and environmental activist factions.
There are some examples in fast-food that get it right: Burger King, with its unapologetic Rebel Whopper. McDonald's are hot on their heels with McPlant. And Dunkin’ Donuts, who seem to be introducing plant-based donuts at scale. At least in the Low Countries.
And there are a couple of useful studies I’ve come across that mainstream brands can use as a framework for encouraging people to eat more plant-based food, or any other aspect of healthy & sustainable living. There’s this recent one from Globescan, which describes 7 Unlocks (another ghastly word, but the idea is good) - make it:
yes ... and
This is all echoed in a report from last year, from the Behavioural Insights Team - Menu for Change which emphasised:
make it appealing
make it normal
make it easy
I’d add to all that: make it about choice, and treat people like the adults they are. Often a meal or eating together is about socialising, and can create common ground.
Although we may not want “what she’s having”, we can all agree to enjoy our burgers, donuts, pizzas or whatever without thrusting personal preferences (literally) down each other’s throats.