### The Impact of Vegan Labeling on Consumer Choices A recent study by researchers at the University of Southern California explored how the term 'vegan' influences consumer choices. They found that the word 'vegan' might deter some people from trying vegan products. In the study, over 7,000 participants were given a choice between two gourmet food gift baskets: one containing meat and dairy, and the other exclusively plant-based. When the plant-based basket was labeled 'vegan,' it was chosen only 20% of the time. However, when labeled 'healthy' or 'sustainable,' it was selected by more than twice as many people. #### Why Veganism Gets a Bad Rap The term 'vegan' often carries negative connotations. Some people perceive vegans as judgmental or joyless, and vegan diets as boring. This perception can make people defensive about their own food choices. Additionally, veganism is often associated with ethical and moral stances against consuming animals, which can make others feel threatened or judged. #### The Politics of Veganism Veganism is not just a dietary choice but also a political and ethical stance for many. Ethical vegans avoid animal products to prevent the exploitation of animals, and some adopt the diet to combat climate change. However, the term 'vegan' can feel restrictive and carry negative undertones, making it less appealing to a broader audience. #### Selling the Vegan Diet To make plant-based diets more appealing, some suggest avoiding terms like 'vegan' or 'meat-free.' For example, a British supermarket saw a 76% increase in sales by renaming 'meat-free sausages and mash' to 'Cumberland-spiced veggie sausages and mash.' Similarly, many new vegan products avoid using the term 'vegan' on their labels, opting for 'plant-based' instead. In summary, while vegan diets offer numerous health and environmental benefits, the term 'vegan' itself can be a barrier. By rebranding and using different terminology, it may be easier to encourage more people to choose plant-based options.