Jacquelyn Smith writes on LinkedIn: Beyond Meat’s rebrand — dropping Meat from its name — caught my attention. The disruptor isn’t just competing with beef anymore; it’s reframing the category entirely. Now it’s not “meat vs. plant-based meat,” but “protein vs. protein.”

This resonates with the leather world in so many ways. When “vegan leather” re-entered the scene, it positioned itself against us: “like leather, but animal-free.” Over time, though, that framing proved complicated… questions about plastics, performance, and sustainability shifted the conversation.

Beyond’s pivot reminds us: narratives evolve. Disruptors refine their story to stay relevant. And the disrupted—beef, leather, or otherwise—must sharpen their own positioning in response.

In leather, that means clarifying what we stand for: durability, circularity, traceability, and heritage. Our value proposition doesn’t disappear when a disruptor pivots. It becomes even more critical to articulate.