It is interesting how they mention in the article that some Deloitte analysts think there is a segment of consumers who think this plant-based meat is "woke" or

It is interesting how they mention in the article that some Deloitte analysts think there is a segment of consumers who think this plant-based meat is "woke" or is otherwise related to politically-left leaning ideas. I think this kind of resistance to the fake meat is irrational, but there is definitely memes and other ideas on some corners of the internet that associate certain foods/dietary choices with the "Other".