The Business of Sobriety | Dr. Christopher Donald Pentz | TEDxDSU

At TEDxDSU hosted by Dayananda Sagar University, Dr. Chris Pentz explores the rapidly evolving culture of dealcoholised wine and the future of drinking habits across the world. Through the lens of marketing, consumer behaviour, and global trends, he examines how identity, culture, and changing lifestyles are reshaping industries and consumer choices. Supercharging India’s AI future with DSU. India’s AI-First University. Since starting his academic career in 2001, he has built a reputation for insightful research and engaging teaching in Marketing Strategy, Global Marketing, and Retail Management. He earned his PhD in Marketing in 2011, exploring how consumer ethnocentrism shapes attitudes toward local and foreign products in a South African context. His work sits at the intersection of consumer behaviour and market dynamics, with a particular focus on wine marketing, ethnocentrism, and the evolving online purchasing environment. Chris has published widely in South African and international journals and regularly presents at academic conferences around the world. Through his research and teaching, he is passionate about understanding how identity, culture, and context influence the choices consumers make and what that means for businesses navigating an increasingly dynamic global marketplace. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx