By Irine Le
As a Generation Z college student, I am both proud and ashamed of how much money I’ve spent to fund my ever-growing obsession with iced oat milk chai lattes. For me and some of my fellow Gen Z friends, oat milk was one of the vegan foods that completely changed the way we approach plant-based milk and food substitutions.
In the last couple of years, the world of plant-based food substitutions and vegan options has grown rapidly. Brands such as Gardein, Quorn, and Boca Burger have products ranging from plant-based chipotle lime chicken fingers, to holiday turkey roasts, to spicy fried chicken patties. Just last year, Burger King introduced a plant-based Impossible Burger to their menu. Daiya and Violife are two great plant-based cheese brands that will make any vegan mac and cheese recipe taste amazing. The world of non-dairy milks has grown beyond just soy milk. Now, at many coffee shops, almond, coconut, oat, and even hemp, hazelnut, and pea milk are offered as milk substitutions. Ben and Jerry’s came out with an almond milk-based line of dairy-free ice cream; their vegan Peanut Butter Half Baked flavor is delicious and very much rivals their regular Half Baked flavor.
What are the Generation Z Research and insights on this? In 2014 to 2017 alone, the vegan population in the United States grew from 1% to 7%, according to Global Data—citing a 600% increase in just three years. Forbes found in June 2019 that 7% of all Gen Zers are vegan.
Forbes Magazine reported that many Gen Zers are ditching animal products in the name of veganism and a plant-based lifestyle, out of ethical reasons.
The Vegan Society, a United Kingdom-based charity and the oldest vegan society in the world, found that if every family in the UK removed meat from their diet at least one day a week, it would have the same environmental benefits as taking 16 million cars off the road.
The environmental benefits of a vegan lifestyle are one of the main reasons why many Gen Zers are becoming more plant-based. People for the Ethical Treatment of Animals (PETA) has deemed cutting out animal products from one’s diet one of the most effective ways to combat climate change and protect the environment.
In addition to the environmental benefits that a vegan diet offers, veganism has many health benefits. Veganism has been linked to a lower risk of heart disease, adding more nutrients and vitamins to one’s diet, and a lower risk of high blood pressure, all according to Healthline.
With many amazing health and environmental-related benefits to a vegan diet, and with the introduction of so many delicious plant-based foods, it’s no wonder that Gen Z is going vegan.
With this knowledge that Generation Z—including Gen Z creatives and Gen Z influencers—are going vegan, it’s important that these plant-based brands include Generation Z media and Gen Z advertising that represents this audience.
If your business is looking to advertise to a Gen Z audience, contact our Generation Z advertising agency in Los Angeles today so our team can help!