It may seem that everyone online has gone vegan, but the truth is that only 3% of North Americans considered themselves truly vegan. What this means is that 97% of the population is either a vegetarian, flexitarian or they just eat pretty much anything. Although it may seem different in social media, 70% of consumers prioritize what benefits them over how ethically manufactured products are. Business decisions should be made from actual data, and not from what seems or appears to be the truth online.