As the world becomes more technologically advanced and more digitally dependent by the day, consumer behavior is changing faster than at any point in human history. This creates new challenges in understanding consumers, but it also creates new opportunities to connect, to convince, and to sell. Whether you’re the CEO of a global rice company or a family farmer with a Facebook page, everyone in the rice industry needs to understand these evolving consumer behaviors. We all need to embrace new tools, rethink how we tell our stories, and find ways to care about the things our customers care about. Fortunately for us, as business leaders, all of the above is as easy as being open minded, paying attention, and knowing where to look.