I think this section could use a summary paragraph to bring together all of the things that you talked about and draw conclusions for young marketers.

If a consumption subculture consists at least partly of interaction and social cohesion (according to Schouten and McAlexander) I am also skeptical that age can be considered a subculture - at best I would consider this part of a demographic segmentation? But maybe I'm missing something.

Schouten and McAlexander wrote an amazing paper on subcultures, in the context of the Harley Davidson community: https://doi.org/10.1086/209434

I think the idea of a brand community could be an interesting addition to this section. Muniz and O'Guinn wrote the original paper on this topic - https://doi.org/10.1086/319618 - and then Schau et al brought it into the online context - https://doi.org/10.1509/jmkg.73.5.30

I like their conversations around what makes a brand community and then there are of course notions of how to tap into them for marketing purposes

I wrote a paper with Scott Radford about how gendered products are ridiculous and people have lots of angst about them. It's called "[Softly Assembled] Gender Performance Through Products: Four Practices Responding to Masculine and Feminine Codes in Product Design"

I'm tempted to add a question mark at the end of this sub-title considering it's hard to actually imagine gender being a subculture anymore with all of the diversity!

Maybe a better name for this would be "Consumption Subcultures"?

"Demythologizing Consumption Practices: How Consumers Protect their FieldDependent Identity Investments from Devaluing Marketplace Myths" by Arsel and Thompson may help elaborate on this a bit

I think this image could use a bit of context.

For the sake of easing the reader into the case study, could you add hipsters to this list?

I think this paragraph could also include a nod to the diversity in North America, too. Marketing to people in Ottawa would be different from marketing to people in the NWT, etc., or there could be different subcultures within the same city (i.e., Ottawa's government workers and underground arts scene).

I think this page needs a wrap-up paragraph to summarize the take-aways because there are several different strands that could be pulled together between the main text and the case studies. Perhaps this could include some initial lessons for young marketers hoping to navigate a multicultural setting without offending people!

I think this case study could be moved up to be closer to the material on Native mascots.

Could a few intro and concluding sentences link this case study to the earlier material?

Could a few intro and concluding sentences link this case study to the earlier material?

What would the marketing implications of this be?

I wonder if there is an example you can give to more explicitly connect this material to marketing. Maybe you could talk more in depth about how this kind of thing shapes our preferences and purchasing habits, and therefore separates us from others who are not like us?

Since bias is listed first in the stereotypes and discrimination section (above), I was expecting this discussion of bias to appear before stereotypes and discrimination in the body of the text. This just got me wondering in general about what order you should talk about these things in...

Now that I have read the bias section through I think it would actually be a good way to open this entire section, but that's just me!

Misplaced period and comma here

No comma needed

Italics?

Period can go after the quotation mark.

Formatting here... the first quotation mark is backwards and the period at the end can go after the bracket.

Is there an image you can use for this? It's such a good (terrible) example!

Need a period here.

The period can go after the bracket.

The period can go after the bracket.

Can this section come with a brief introduction to put the piece into context (i.e., who is writing and why)? The distinct style and tone of the opening is a bit hard to interpret without context.

The quotation mark is reversed, and the period can go before the quotation mark. I also think there should be a space between the link and the byline.

Can this section be moved up to be just before the "Marketing Context" feature? It feels like a bit of an orphan on its own.

I think the photos should come after the text in this section because when I'm scrolling through I don't have the context to understand them.

Thankfully this particular example can be updated now!

Comma here for clarity

I think this could use a more explicit definition.

Should this be "Bias, Stereotypes & Discrimination"?

Period placement - can go at the end of the brackets.

I don't think you need the dash here.

p. 429 (spacing)

I think this section needs a few sentences to give an overview of how there are different ways of thinking about this topic, as seen in different countries' policies and the dynamics of different cities.

I think this first section could benefit from a "grand tour" overview of the page. What can readers expect and how does it all tie together?

This section might be a good place to mention framing - how, say, two different media outlets could present a completely different take on the same situation.