Our culture is more complex and nuanced than ever, and it’s no wonder that business leaders go to great lengths to participate in culture while simultaneously avoiding viral snafus and backlash. Make no mistake: culturally-sensitive marketing matters. But it’s only part of the equation.

Understanding culture starts with understanding consumers — and that requires empathy. But we’ve noticed a troubling trend in the food and beverage industry: the idea of the “resilient consumer.” This white paper explores why this mindset could be dangerous and how your company can build lasting relevance in the face of cultural change.