13 Mar 2006|Added Value
Intraculturalism a challenge to marketers when kids try on different ethnic identities as easily as they switch their T-shirts. By Tiffany Meyers
“From Urban to “hurban,” there’s no shortage of terms to describe marketers’ efforts to reach today’s culturally divers youth. Now make room for one more concept: intraculturalism.
The concept comes from consulting company Cheskin, where Exec VP-Partner Stephen Palacios defines intraculturalism as the tendency for American youth to adopt traditions and attitudes of cultures other than their own in “a fluid process of identity formation.” Young people shift back and forth among cultural sensibilities continually – not just from year to year or month to month, but even sometimes from hour to hour.”
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