The face of America is changing. What once was radical is now commonplace. Several years ago organic foods were derided as a devotion of nutty hippies -- today it is the fastest growing market segment in the U.S. food industry. Gay lifestyles were once an unspeakable taboo. Today there are several successful network television shows that deal openly - and at times humorously -- with these issues and related shows are being actively pushed into the networks. Urban youth - initially a code word for African American/Hispanics and hip-hop -- were once considered irrelevant, unsophisticated and apart from society. Currently urban youth and the rappers they emulate set the benchmark in hot trends in music and fashion for suburbanite teens and those 40+ with a genuine desire to look cool. And the marketplace responds as those in these three important niches work to enlarge their market. Some view it as cashing in on their hustle - while others lament the stereotyping and the appropriation of important values.
Advertising agencies, marketers and advertisers have worked to understand the implications and find the most potent opportunities to expand these niches. Across the board, in the arenas of food, sex, and cities, radical changes in choice and clear evidence of preferences are taking place in American culture. The purpose of this Conference is to identify these trends and the brands that define the niche lifestyles of their adherents -- as well as gain an understanding of the cultural moment. The Center for Brand Research at the University of Texas at Austin along with the American Advertising Federation is pleased to host this event.
Key spokespersons and entrepreneurs in these three lifestyle areas, along with academic experts and industry practitioners, will come together at the National Press Club in Washington DC on October 27th and 28th in a conference entitled "Niche Lifestyles and Branding: Advertising In The Cultural Moment". For more information as well as early registration contact Dr. Neal Burns 512.471.8160 (or via e-mail nburns@mail.utexas.edu), Martha Bradshaw, Conference Coordinator at 512.232.1759 (or via e-mail mandmbradshaw@earthlink.net) or visit www.nichesandbrands.org
8/19/2003