Sometimes I feel sorry for vegans. True vegans are purpose driven people that hold true to a belief and demonstrate their commitment through diet, lifestyle and purchasing power.

But when retailers make your beliefs into an unregulated “descriptor,” it demeans the truth and twists the understanding of the movement.

Similar to words like “all natural” in the food industry, which has absolutely zero guidelines or regulated defined meaning, “Vegan” has become a product descriptor meant to invoke positive feelings of healthy, eco-friendly and yes, all natural properties. The problem is, that there are no regulations around the use of this word and the powerful emotions it stirs in consumers.

So, while true vegans follow a strict philosophy that seeks to avoid all animal related products AND to promote the development of animal-free alternatives that are positive to the environment – predator retailers like Tesla tease consumers with the feeling of vegan goodness while delivering quite the opposite.

Pouncing on the power of the word “Vegan” its meaning has been bastardized across almost every industry trying to trick consumers into thinking they are buying something positive when in reality it usually is something true vegans would be appalled at.

Tesla’s Vegan Leather interior is a great example. It could be animal-free (although there is a lot of opportunity for animal products to be used in its adhesives, backings and other elements.), but that is where the similarities to veganism stop. They are not beneficial to the environment as they are plastic, non-sustainable and will live in our landfills forever. AKA not a good alternative.

So where is the outrage? Vegans are not typically shy. Your philosophy is being hijacked for corporate wealth – I’d love to see a strong stance coming out of the vegan community about all these fake “vegan” products that are truly leveraging your efforts and beliefs but bringing you nothing in return.