Growing interest in plant-based diets helped the market for ‘imitation meat’ grow by 23% between 2017 and 2018, yet there’s still confusion over what’s in these products. With the majority of Americans finding product labels confusing, how are brands making alternative meats easier to digest?

The vast majority of people in the US buying plant-based burgers are not vegetarians or vegans. As Americans become increasingly aware of the repercussions of meat on their health and the environment, they’re exploring their flexitarian options and seeking tasty meat alternatives.

The proliferation of plant-based meat products at restaurants and grocery stores across the US has expanded the dining options available to vegans and vegetarians – but their appeal is not limited to those following niche diets. What’s driving more and more omnivores to gorge on meat alternatives?

Climate crisis, a pandemic, and political upheaval in 2020 have pushed many Americans to take these issues more seriously, holding political and socio-economic systems to account. Canvas8 spoke to eight people across the US to find out how these events have impacted their views on climate change.