In this episode of the EU-Startups Podcast, Marcin Lewandowski sits down with Joe Seager-Dupuy, Partner at TRUE, the $1bn consumer-specialist VC and innovation advisory firm that’s reshaping the retail, leisure, and consumer tech sectors. Joe shares his unique journey from a family of firefighters to venture capital, explains why brands today need a strong point of view, and reveals the “superpowers” that make TRUE one of the most interesting players in consumer VC. The conversation dives into: – How TRUE integrates sustainability beyond just a label – The evolution (and reality check) of direct-to-consumer (D2C) models – How AI is transforming consumer behavior and entrepreneurship – Lessons learned working with Richard Branson – And what makes a founder truly stand out Takeaways: – Great founders reshape consumer habits, not just follow them. – Market size matters — even the best idea struggles without it. – Copy-paste advice is dangerous; context defines success. – Brands with a bold point of view earn loyalty faster. – AI is an accelerant — amplifying both good business models and bad ones. This episode is packed with insights on where consumer markets are heading — and what it takes to build a business that actually changes behavior. Chapters: 00:00 From Firefighter to Venture Capitalist 04:11 The Superpowers of TRUE 08:20 Sustainability Beyond the Label 12:14 Brands Need a Point of View 16:17 The Evolution of D2C 19:11 The AI Revolution and Consumer Behavior 22:15 The Impact of AI on Entrepreneurship 25:29 Lessons from Richard Branson and Early Stage Founders 26:04 Identifying Promising Founders 29:43 Challenges in Consumer Market Size 31:01 Red Flags in Startup Pitches 33:02 Rapid Fire Insights on Consumer Trends Follow EU-Startups on LinkedIn: https://www.linkedin.com/company/eu-startups-menlo-media/ Visit our Website: https://www.eu-startups.com/ Subscribe to our Newsletter: https://www.eu-startups.com/newsletter/ #startups #consumer #ai #venturecapital