As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

When Impossible Foods and Beyond Meat first came on the scene, the future of plant-based protein looked decidedly juicy. But the hype and popularity of these products have waned. So why are sales of plant-based meat suddenly lagging and what can food brands do to reignite consumer excitement?

As the largest producer of pea protein in North America, PURIS serves a market that’s thriving as more people adopt vegan, vegetarian, and flexitarian diets. Its meat-free products boast nutritional benefits and genuine eco-credentials to help elevate plant-based dining for conscious consumers.

Flexitarians are dominating the eating scene in Amsterdam, so SixtyForty created its menu to appeal to this diet, with all dishes and drinks consisting of 60% vegetables and 40% animal-based ingredients. It's a model that incrementally introduces meat-eaters to plant-based alternatives.

Peta has launched a campaign with a narrative inspired byThe Last of Usthat seeks to convince parents to go vegan and preserve the Earth for future generations. However, guilt-tripping approaches might not stick if the plant-based market can't offer competitive alternatives to meat and dairy.