“Would you ever call your daughter, your son, your wife, your husband, or your parents consumers? I wouldn’t… I don’t want to be seen as a consumer. I would very much like to be seen as a being who lives, enjoys, suffers, dreams, invents, communicates, travels, and creates. We are human beings, not consuming beings.” 

- Mauro Porcini, SVP & Chief Design Officer of PepsiCo