(/ɪnˈsuːsi.əns/)
Noun
1. carelessness, heedlessness, indifference, nonchalance or casual unconcern
… Like cola itself, activism could be a fun blend of commitment and insouciance. Activism could be militant and milquetoast all at once. The underdog captured an impressive 1% of the soft drink market before vanishing quickly into oblivion.
From the post: The relaunch of Crystal Pepsi reminds us of simpler times
Source: How Crystal Pepsi Anticipated Silicon Valley (theatlantic.com)
