What happens when the trends disappear?
Tim Dekens, founder of The Change Starts, shares how his brand went from riding the peak of the plant-based wave to rebuilding its identity beyond labels. In the early days, bold content featuring elite plant-based athletes gave the brand rapid traction. But when public interest shifted, the message no longer landed.
That’s when the real work began. Tim explains how they reframed the brand’s purpose, focused on performance and small shifts, and built trust with athletes (plant-based or not).
It’s a story about letting go of hype to find a more honest and lasting impact.
In just 8 minutes, we explore what founders can learn when trends lose their power.
Listen to the whole conversation with Tim here
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