Case Study
Plant Based Products Council
ISSUES + ADVOCACY
Association
Strengthening advocacy through data-driven storytelling.
THE CHALLENGE
The Plant Based Products Council (PBPC) entered 2021 with a focused agenda: strengthen its policy advocacy, expand its membership base, and elevate public awareness of plant-based innovation. To advance these goals, PBPC needed data-driven support to inform legislative outreach, compelling narratives to boost member engagement, and consumer insights to enhance its public relations efforts.
OUR STRATEGY
We conducted a 17‑minute online survey among a nationally representative sample, gathering rich insights into consumer awareness, motivations, barriers, pricing perceptions, and attitudes toward plant-based products. The study also evaluated corporate reputation drivers, communication channels, and message effectiveness. This approach equipped PBPC with a robust evidence base to sharpen advocacy, refine messaging, and uncover strategic opportunities for growth.
IMPACT
The research yielded clear imperatives to guide PBPC’s next steps. We recommended centering public relations efforts on the tangible solutions plant-based products offer—especially the health benefits connected to familiar ingredients. We advised simplifying messaging and grounding it in relatable, everyday stories that resonate with consumers. To advance membership growth, we identified younger audiences as a key target and recommended influencer partnerships rooted in “trial and promotion” opportunities to build engagement and loyalty.