Culture as a shared set of believes, behaviours and values is constantly being remodelled.

Verónica Reyero is a business anthropologist based in Valencia, Spain. She graduated in Social and Cultural Anthropology from the University of Granada and holds a Master’s degree on Rational Use of Medicines from the University of Valencia. As a researcher, Veronica has worked both in public and private organisations in national and international projects for various sectors including health, food, technology and Real Estate. Verónica is one of the founding partners of Antropología 2.0, a pioneering agency in applying an anthropological understading to business challenges. Reyero is also convener of the Applied Anthropology Network of the European Association of Social Anthropologists (EASA).