Are plant-based meat brands too woke?

According to some alt-meat CEOs, the answer is yes (apparently, so is lab-grown meat).

While we won’t delve too far into the silliness of the woke agenda, or whatever that means, it was very much on the mind of Impossible Foods CEO Peter McGuiness, as last December, speaking at the AdWeek X Conference, he announced that the company would undergo a significant, inclusive refresh as brands like this have now inherited that kind of reputation, saying “There was a wokeness to it, there was a bicoastal-ness to it, there was an academia to it. And there was an elitism to it—and that pissed most of America off.”