Is the plant-based sector immune to greenwashing? How to avoid being led down the (green) garden path So what is greenwashing? It is when brands convey an inaccurate or even a false impression of their true green credentials. The temptation is to come across as super green as a way to engage new consumers who are particularly concerned about the sustainability of the product they buy and use. We are experiencing exponential growth in the availability of plantbased products in response to a shift in consumer demand for more sustainable consumption especially around health, climate change and sentient being welfare. Sustainability conscious consumers are looking for and drawn to products that align with these principles. Many companies have been plant focused for decades and new producers are rising up to meet demand with passion and authenticity. As with any significant shift in consumer behaviour some producers will rush to meet new demand by cutting corners or make compromises to be competitive. Consequently, the plant-based sector is not immune to greenwashing. Making the decision to go plant-based in consumption is a big choice. With many things competing for our attention, it is important to not fall until the greenwashing trap.
98 I Plant Powered Planet
