Based on the information provided within the question it can be said that in order to achieve this Impossible Foods needs to move meat eaters to the adoption stage. This stage is where consumers decide to dive into a new product and give that product regular and full usage. This would cause consumers to begin wanting the Impossible Burger and consume that product frequently.
the adoption process is defined as the mental process through which an individual passes from first learning about an innovation to final adoption.
Consumers go through 5 stages in the process of adopting a new product.
Product Awareness.
Product Interest.
Product Evaluation.
Product Trial.
Product Adoption.
The final stage which is the product adoption stage is the stage where the consumer decides to make full and regular use of the new product.
Hence Impossible foods need to move meat eaters from the awareness stage of the product adoption stage to the final stage which is the Product adoption.
Because they are people just like us and who they love doesn't matter. They didn't even choose it for themselves so why wouldn't we treat them equally.
