An initialism for plant-based capitalism, which refers to companies engaging in practices where they hop on plant-based dietary trends without actually concerning themselves with ethical veganism. Many companies that engage in PBC can have unethical practices behind them. For instance, Impossible appears to sell products that are devoid of animal-derived ingredients, but they needlessly tested on animals to get to making these products. Animal testing obviously isn't vegan, but they don't care about ethics. For them, it's about using whatever sleazy mechanisms they can get away with in order to make money.