The growing complexity of the social dynamics / determining food choices / makes / the job of marketers and advertisers / increasingly more difficult.

In the past, / mass production / allowed for / accessibility and affordability of products, / as well as their wide distribution, / and was accepted / as a sign of progress.

Nowadays / it is increasingly replaced / by the fragmentation of consumers / among smaller and smaller segments / that are supposed to reflect / personal preferences.

Everybody / feels / different and special / and expects products / serving his or her inclinations.

In reality, / these supposedly individual preferences / end up overlapping / with emerging, temporary, / always changing, / almost tribal formations / solidifying / around cultural sensibilities, / social identifications, / political sensibilities, / and dietary and health concerns.

Personal stories / connect / with larger narratives / to generate / new identities.

These consumer communities / go beyond / national boundaries, / feeding / on global and widely shared repositories / of ideas, images, and practices.