Consumer behavior—particularly in the area of food consumption—often can seem opaque, inconsistent and irrational. The marketing of health thrives on confusion, seeded by those with a message to sell and undermining public trust in science-based nutrition. In a groundbreaking partnership, Assistant Professor of Industrial Design Ann-Marie Conrado, IDSA, of the University of Notre Dame—and her consulting group Core—collaborated with an organization representing 45,000 dairy farmers that's using design to change the face of an industry. At IDSA's International Design Conference 2017, she delivers "Got Design? The Transformation of Dairy."