Class Acts: Young Men and the Rise of Lifestyle

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The book delves into the evolution of lifestyle marketing from the 1960s to the 1990s, illustrating how marketers shifted focus from class identity linked to material possessions to a person's attitudes and behaviors. It highlights key cultural figures such as the 1950s rebel, the 1960s hippie, the 1980s white suburban hip-hop fan, and the 1990s poverty chic, showcasing how these identities influenced marketing strategies and consumer culture throughout the decades.