The Impossible Burger uses 95% less land and 74% less water to produce compared to a regular beef patty – but there’s much more to this veggie indulgence. Juicy, meaty and bloody, it’s hoping to coax stubborn carnivores over to the sustainable side, helping to preserve the planet in the process.

Australians aren’t fond of the idea of eating fake meat, believing that despite it being known to be nutritious, it’s not ‘safe’ as it’s ‘unnatural’. By emphasising its ethical benefits, and stringent testing, brands can attempt to win over meat-loving Aussies who remain sceptical.

Research shows people's desire for meat increases when they perceive their socioeconomic status to be low. Despite the growing awareness of the impact of meat consumption on health and climate change, people can’t help but still see meat as symbolic of status.

Insta influencers and lifestyle mags may regularly laud the benefits of a ‘natural’ diet in 2018, but it’s taken time for these attitudes to gain mainstream acceptance. Canvas8 spoke to Laura Miller, the author of Building Nature’s Market, to learn how a marginal movement went from niche to norm.