Not sure what lifestyleist businesses you're referring to.

Really? I just went to an event with a ton of vegan stuff, largely overpriced and with clear petty bourgeois ideology. There’s a faux hippy aesthetic that a lot of people want to adopt, but I feel like the broader masses aren’t drawn to. Some people I’ve met actually think they’re doing what is needed for the planet by going on “eco friendly” trips by plane or something like that. Look at the messaging of companies like oatly and who gives a crap.