What makes Beyond Burgers so culturally tasty?
Beyond Meats (the maker of vegan beef and sausage substitutes) soared, rising as much as 192 percent from its IPO price on opening day. The shares, which opened at $46, closed their first day of trading Thursday up 163 percent to $65.75, giving the company a market value of about $3.8 billion.
But what's driving the growth behind this product?
A quick search of Beyond Burger in MotivBase shows us that it hits at two key motivations. Our desire to control our consumption (HEALTH) and our desire to experience constant pleasure (HEDONISM).
Combine this with reducing the guilt associated with the environmental impact of meat and you have a product that delivers a more guilt-free indulgent experience.
That's a tasty combination.