Here we consider the way brands are marketed, the relation between socio-economic class and brands, how millennials relate to brands, the VALS (values and lifestyles) typology, which advertisers use to gain insights into their target audiences, and the role of marketing in consumer cultures. The chapter concludes with a discussion of the growth in the availability of objects to be consumed and with a discussion of “lifestyle” in contemporary consumer societies.
KeywordsMarketing Socio-economic class VALS (values and lifestyles) Lifestyles
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