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#VeganRevolution: Unpacking Generation Z’s Growing Interest in Plant-Based Living
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How social media is Shaping the Future of Veganism – An Interview with Kunal Mutha
As Generation Z increasingly embraces vegan living, the movement reflects a profound shift towards ethical and sustainable choices. Today, we delve into the driving forces behind this trend and explore its implications for the future of our planet and the next generation’s well-being. In a world where social media shapes perceptions and drives cultural movements, Generation Z stands at the forefront of the vegan revolution.
Join us as we unpack the influence of digital platforms on Gen Z’s attitudes towards veganism with Kunal Mehta, from Chennai, a dynamic leader and entrepreneur. Kunal Mutha, boasts extensive experience with Mohan Mutha Group. Armed with an engineering degree, he pursued a Master’s in Entrepreneurship from the University of Nottingham, UK. Since 2013, Kunal has driven MM Polytech’s expansion into manufacturing, establishing a state-of-the-art facility in Sricity, India, serving multinational clients and exporting to 20+ countries. Following the company’s acquisition by Huhtamaki in 2019, Kunal founded Naturise Consumer Products in Singapore, aiming to elevate its flagship brand, ONLY EARTH, in the plant-based sector. An avid vegan athlete, he’s completed three Ironman Triathlons, continually preparing for new challenges. Below is a snippet from the extensive interview:
HOP – Please share your perspective on the increasing interest of Generation Z in vegan living?
Generation Z’s growing interest in vegan living reflects a conscious shift towards ethical and sustainable choices. They are concerned about environmental impact and animal welfare; they embrace a plant-based lifestyle as a powerful statement for a healthier planet and a more compassionate future.
HOP – What do you think is driving the trend of more young people adopting a vegan lifestyle?
I think that young people are drawn to veganism due to a collective awareness of environmental issues, animal welfare, and personal health. The trend reflects a desire for ethical, sustainable choices, as Gen Z seeks a positive impact on the planet and embraces a healthier, plant-based lifestyle.
HOP – How has social media played a role in shaping Gen Z’s awareness and attitudes toward veganism?
Social media has been pivotal in shaping Gen Z’s awareness of veganism. Platforms amplify information on ethical, environmental, and health aspects, fostering a sense of community and activism. Influencers and viral content inspire young minds, driving increased interest and positive attitudes towards embracing a vegan lifestyle.
HOP – Can you discuss any notable influencers or role models within Gen Z who actively promote vegan living?
Influencers like Tabitha Brown, Earthling Ed, and Haile Thomas are notable Gen Z advocates for vegan living. Through social media, they share compelling narratives, recipes, and ethical insights, inspiring their followers to embrace a plant-based lifestyle and contribute to a more compassionate and sustainable world.
HOP – In your opinion, how do environmental concerns impact the decision of Gen Z to adopt a vegan lifestyle?
Gen Z’s embrace of veganism is driven by environmental concerns. As a result of climate change and deforestation, this generation seeks sustainable solutions. Therefore, adopting a vegan lifestyle reduces their carbon footprint, minimizes resource depletion, and aligns with their commitment to preserving the planet. Generation Z contributes to a more environmentally aware future by choosing plant-based diets.
HOP – How do you see the food industry responding to the preferences and demands of Gen Z for vegan options?
The food industry is adapting swiftly to Gen Z’s demand for vegan options. Recognizing the shift towards plant-based preferences, numerous restaurants and food brands are expanding their menus with innovative vegan choices. This response not only caters to a growing market but also reflects the industry’s commitment to meeting the ethical, health, and environmental values embraced by the socially conscious Gen Z consumers.
HOP – Are there any misconceptions about veganism that you believe Generation Z is actively challenging or dispelling?
Generation Z is actively challenging misconceptions surrounding veganism. They debunk the notion that a plant-based diet lacks essential nutrients, showcasing the variety and nutritional richness of vegan options. Moreover, Gen Z dismantles stereotypes of veganism as an exclusive or expensive choice, emphasizing its accessibility and affordability. By engaging in open conversations and sharing diverse perspectives, they contribute to reshaping perceptions and fostering a more inclusive understanding of the vegan lifestyle.
HOP – Are there any notable trends or innovations within the vegan food industry that appeal specifically to Gen Z?
Gen Z is drawn to innovative and sustainable vegan options. Plant-based meat alternatives, cruelty-free snacks, and eco-friendly packaging align with their values. Social media amplifies awareness of these trends, making visually appealing and ethically conscious products more influential in shaping Gen Z’s preferences within the vegan food industry.
HOP – How can businesses and brands effectively engage with Generation Z through vegan and sustainable initiatives?
In order to effectively engage Generation Z, businesses need to integrate vegan and sustainable initiatives authentically. It is crucial to communicate transparently about ethical sourcing, eco-friendly practices, and social responsibility. It is possible to increase impact by leveraging social media platforms, collaborating with influential Gen Z advocates, and creating visually appealing, shareable content. Keeping affordability and accessibility in mind while consistently aligning with values will resonate with this socially conscious generation, fostering loyalty and positive brand perception.
She has been there and done that. After graduating from Delhi University, she completed her diploma in Journalism from Bhartiya Vidya Bhawan, Delhi. Down the line, she completed her internship with National Herald Newspaper successfully,, and went on to Join Mainline Business daily, Business Standard. She also dabbled in image management and brand consultancy. She is a prolific writer on lifestyle entertainment, branding, lifestyle, travel, and politics.
Contact her at [email protected]
