# Olympian-Endorsed Plant-Based Lifestyles The Switch 4 Good Campaign Urges People to Go Dairy-Free By Kalin Ned | Published 2018-04-24 | Special Source: Trend Hunter, https://www.trendhunter.com/trends/plantbased-lifestyle References: [shape](https://www.shape.com/healthy-eating/healthy-drinks/vegan-olympians-switch-4-good-commerical-plant-based-diets) & [switch4good.org](http://www.switch4good.org) The Switch 4 Good campaign is one that endorses a plant-based lifestyle while outlining the four main benefits of it -- health, performance, sustainability, and ethics. The ad first ran during the 2018 Pyeongchang Olympic Games and is a direct response to the [recurring biannual advertisements](https://www.trendhunter.com/trends/this-milk-means-business) like 'Got Milk?' The Switch 4 Good ad challenges the media-created notion that dairy "doesn't just build strong bones, but also gold-medal-winning athletes" with [Olympic athletes](https://www.trendhunter.com/trends/athletebacked-meals) that endorse a plant-based lifestyle. The line-up includes sprinter Malachi Davis, soccer player Kara Lang, weightlifter Kendrick Farris, swimmer Rebecca Soni, cyclist Dotsie Bausch and alpine skier Seba Johnson. Each of the professionals briefly explains how a plant-based lifestyle is beneficial to their way of life and crucial to their performance. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 9% | Activity: 36% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Special](https://www.trendhunter.com/special) > [Olympics](https://www.trendhunter.com/olympics) ## Key Themes ### What Makes This Trend Stand Out - **Plant-based Lifestyles:** Creating plant-based alternatives for dairy products may disrupt the traditional dairy industry. - **Endorsement Marketing:** Utilizing Olympic athletes to endorse plant-based lifestyles can disrupt traditional advertising strategies. - **Health and Performance Benefits:** Highlighting the health and performance benefits of a plant-based lifestyle can disrupt traditional dietary norms. ### Sectors Adopting This - **Plant-based Food Industry:** The success of plant-based lifestyles may create opportunities and demand for innovative plant-based food products. - **Sports and Fitness Industry:** The endorsement of plant-based lifestyles by Olympic athletes can create new market opportunities within the sports and fitness industry. - **Advertising and Marketing Industry:** The use of endorsement marketing with athletes promoting plant-based lifestyles can disrupt traditional advertising strategies. ## Related on Trend Hunter - [Branded Dairy-Free Initiatives](https://www.trendhunter.com/trends/oatbox-resoatlution-challenge.md) - [Unconventional Changemakers Campaigns](https://www.trendhunter.com/trends/daring-moves.md) - [Compassionate Dietary Choices Ads](https://www.trendhunter.com/trends/dairyfreetoronto.md) - [Thematic Athlete-Celebrating Dairy Commercials](https://www.trendhunter.com/trends/dairy-commercial.md) - [Branded Dairy-Free Challenges](https://www.trendhunter.com/trends/dairyfree-february.md) - [Next-Generation Plant-Based Milk Campaigns](https://www.trendhunter.com/trends/silk-nextmilk-campaign.md) - [Plant-Based Breakfast Challenges](https://www.trendhunter.com/trends/feel-planty-good-challenge.md) - [Athletics-Inspired Greek Yogurt Campaigns](https://www.trendhunter.com/trends/oikos-pros.md) - [Tofu-Branded Women's Campaigns](https://www.trendhunter.com/trends/power-of-9-campaign.md)