From Burnout to Buy-In: What Our Segmentation Reveals About the Next-Gen Plant-Based Consumer
Nivi Jaswal-Wirtjes is the Founder and President of The Virsa Foundation and its JIVINITI Research and Advocacy Program. An advocate for plant-based nutrition and mental resilience, she combines her extensive background in international marketing, brand management, and corporate strategy with her passion for public and planetary health. Nivi directed and executive produced Third Degree Burnout – A Survivor’s Guide, integrating evidence-based storytelling and consumer research. Her work frequently highlights the critical intersections between diet, emotional wellness, and sustainability, aiming to inspire meaningful change in consumer behavior and corporate practices toward a healthier future. In this guest post, Nivi discusses how the pandemic-era challenges of stress, emotional exhaustion, and shifting dietary attitudes are reshaping consumer openness to plant-based living. Drawing on data from The GAIA Study, …