# Lactose-Phobic Photo Shoots Mike de Leon's 'Public Dairy Consumption' Series Studies Human Thought By Marie | Published 2011-07-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/public-dairy-consumption References: [viceland](http://www.viceland.com/int/v18n7/htdocs/pdc.php?page=1) & [tropicalstufff](http://www.tropicalstufff.com/index.php?/about-this-site/) There's something about drinking milk outside on a hot day that might seem appealing, but the Public Dairy Consumption (PDC) series by Mike de Leon shows how some people, in the words of the photographer, "take it way too far." de Leon is what you might call a PDC-phobic, as the sight of public yogurt-eating or ingestion of any lactose-based foods makes him uncomfortable. He has captured images of PDC abusers -- or victims, depending on how you see it. Most are funny, but other images -- like that of a homeless man [drinking a jug of milk](https://www.trendhunter.com/trends/the-care-corner) -- make a case for PDC and give new perspective to the act. The image of a young man biting into a [huge block of cheese](https://www.trendhunter.com/trends/protein-puffer-jacket) is my favourite, as it seems both awkward for him and those around him. The Public Dairy Consumption collection is a study in human thought and behaviour. It asks viewers why it seems so strange to drink buttermilk outside in a park, and makes a case for both the PDC-phobics and believers. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 18% | Activity: 26% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Public Dairy Consumption:** Disruptive innovation opportunity: Develop lactose-free or plant-based dairy alternatives to cater to lactose-phobic individuals and expand market reach. - **Study in Human Thought and Behaviour:** Disruptive innovation opportunity: Use behavioral analysis and research to understand consumer preferences and develop targeted marketing strategies. - **Pdc-phobics and Believers:** Disruptive innovation opportunity: Create awareness campaigns and education programs to address misconceptions and change public perceptions about public dairy consumption. ### Who This Affects Most - **Food and Beverage:** Disruptive innovation opportunity: Explore innovative dairy alternatives and capitalize on the growing demand for dairy-free products. - **Market Research:** Disruptive innovation opportunity: Use data analytics and consumer insights to identify emerging trends and consumer preferences in the food and beverage industry. - **Advertising and Public Relations:** Disruptive innovation opportunity: Develop creative and thought-provoking campaigns to challenge societal norms and shift public opinions about certain behaviors. ## Related on Trend Hunter - [Dairy-Free Ice Cream Trucks](https://www.trendhunter.com/trends/dairy-deprogramming-zone.md) - [Multisensory Dairy-Free Pop-Ups](https://www.trendhunter.com/trends/the-pint-of-no-return.md) - [Comic Strip Milk Bottles](https://www.trendhunter.com/trends/seki-milk.md) - [Carbonated Milk Sodas](https://www.trendhunter.com/trends/ps-milk-sodas.md) - [Social Experiment Cafes](https://www.trendhunter.com/trends/simply-coffee-caf.md) - [Milk Dunking Ritual Campaigns](https://www.trendhunter.com/trends/oreo-cows.md) - [Oat Milk Fountains](https://www.trendhunter.com/trends/designed-for-humans.md) - [Employee-Designed Milk Cartons](https://www.trendhunter.com/trends/everyday-milk.md) - [Immersive Dairy-Free Summer Campaigns](https://www.trendhunter.com/trends/free-your-mind.md)