On November 14, The Vegan Society released a report, titled “What’s in a name? An analysis of vegan and ‘plant based’ labels;” the first in a series exploring whether the term “plant-based” is a help or hindrance to the vegan movement.
Photo credit: Polina Tankilevitch
Excerpts from the story:
“The United Kingdom’s leading vegan charity has joined forces with The University of Manchester for a research project analyzing the use of ‘vegan’ and ‘plant-based’ labels, and how their usage might impact the vegan cause.
“There is a lack of data on UK markets regarding consumer attitudes towards ‘plant-based’ and ‘vegan’ terminology. However, a previous Vegan Society survey undertaken in 2020, whose key findings included a near 50/50 split between people preferring the term ‘vegan’ (53% of 1,000 respondents) and those preferring ‘plant-based,’ sought to fill this gap. And this year, the society has expanded on this research to provide further insight into the issue.
“The first report explores the origins of the phrase ‘plant-based.’ While there is no universally accepted definition, it is thought the term was coined by biochemist and author of “The China Study” Dr. T. Colin Campbell in the early 1980s. Campbell felt the need to come up with an ‘objective, scientifically valid’ phrase to describe a diet with no animal products, but one which avoided the controversy, or ‘charged atmosphere,’ of the term ‘vegetarian’. Meanwhile, there is no consensus between reputable dictionary groups as to the definition of ‘plant-based.’ Merriam-Webster, Cambridge English Dictionary and Oxford English Dictionary each has varying, vague definitions, using indefinite language such as ‘mainly,’ or ‘primarily’ made from plants, leaving the phrase open to interpretation by citizens and food producers alike.
“The phrase ‘plant-based’ currently has no legal definition, and partners of The Vegan Society around the world say it also does not translate well in many other languages. A more positive view of the term is that it is more appealing and considered inclusive of the wider market. The report further speculates: ‘The phrase plant-based has its origins in efforts to depoliticize veganism/vegetarianism and avoid controversy within the scientific community.’ Conversely, others are concerned it makes the term vegan seem more exclusive and unyielding to those considering a more gradual journey towards an animal free diet.” (vegansociety.com)
Read the full story here: https://www.vegansociety.com/news/news/research-explores-ambiguity-term-plant-based