Vegan food is officially the fastest growing type of takeaway meal in the UK. As meat-free diets are increasingly normalised, vegan dishes are becoming a staple of Britons' food choices, as well as in the country’s commercial and business world.

With people demanding their voices be heard more than ever before, taking a moral stance on all sorts of things is the new normal. Canvas8 spoke to Dr. Jillian Jordan, postdoctoral fellow at the Kellogg School of Management, to find out how brands can appeal to our desire to be morally good.

In an age of greenwashing, Stella McCartney’s A/W 2020 collection made eco fashion fun by featuring a runway of oversized animal mascots. Moving away from virtuous marketing, her vision spoke to those looking for luxury brands to get transparent and lighthearted.

The ongoing debate regarding the appropriate language to denote plant-based meat substitutes is a growing threat for brands like Beyond Meat. Consumers seek clarity and transparency in labels, therefore, a linguistic agreement is necessary to encourage and maintain trust.