How plant-based marketing took over everything — even diapers
Vox
February 19, 2026
AI-Generated Deep Dive Summary
The rise of "plant-based" marketing has swept through nearly every industry, from food to fashion and even baby products like diapers and wipes. While the label is often used to signal safety, sustainability, or eco-friendliness, it remains unregulated and poorly defined, leaving consumers vulnerable to greenwashing. Many plant-based products still contain harmful chemicals like PFAS or emit volatile organic compounds (VOCs), which can pose health risks despite their natural-sounding branding. The key takeaway is that "plant-based" should serve as a starting point, not a guarantee of safety or environmental benefit. Consumers must dig deeper into product ingredients and certifications to make informed choices.
The trend of plant-based marketing gained momentum in the 2010s, driven by shifting consumer preferences for more natural and sustainable options. It was fueled by scientific studies linking plant-based diets to health benefits and the rise of flexitarianism. Brands embraced the term because it evokes a positive association with nature without the potential backlash of terms like "vegetarian" or "vegan." This shift coincided with government initiatives promoting biobased products, leading to an explosion in plant-based goods across industries, from food to cosmetics and packaging.
However, the lack of regulation means that companies can freely use the "plant-based" label without concrete evidence of its benefits. For instance, plant-based plastics may still break down into microplastics or require specific industrial composting conditions to decompose effectively. Additionally, some plant-based products, like vegan leather or textiles, often rely on processes that are energy-intensive or involve harmful additives. These issues highlight the need for consumers to remain vigilant and seek out transparent labeling, credible certifications, and independent reviews when evaluating plant-based products.
From a political perspective, the prevalence of plant-based marketing reflects broader consumer anxieties about environmental degradation and health risks associated with traditional products. While there is no doubt that plant-based foods can offer significant environmental benefits, the same cannot be universally applied to all plant-based goods. The unregulated nature of the term allows brands to exploit consumer trust for profit, raising concerns about greenwashing and its impact on public perception of sustainability efforts. As awareness grows, policymakers and consumers alike must advocate for clearer guidelines and more transparency in product labeling.
Ultimately, the plant-based trend underscores the importance of education and critical thinking for consumers. While it’s tempting to rely on labels like "plant-based" as a shortcut for safety
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Originally published on Vox on 2/19/2026