Dog Parks and Coffee Shops: Faux Diversity and Consumption in Gentrifying Neighborhoods

Sonya A. Grier and Vanessa G. Perry
Key Takeaways
What? New research investigates the consumption tensions that can arise in newly gentrified neighborhoods.

So What? Using extensive interviews, the authors shed light on the realities of gentrification.

Now What? Marketers, public polcy makers, and urban planners should consider the effect that gentrification can have on both long-term and newer residents of a neighborhood.
​New research in the Journal of Public Policy & Marekting explores diversity seeking, community, and consumption in neighborhoods undergoing urban revitalization. In a study of three Washington, DC, neighborhoods, the authors find that differences in resources, cultural norms, and cultural preferences lead to tensions among some residents and perceived exclusion from consumption opportunities for others. The authors also created an award-winning documentary based on their research. 

 
ABOUT THE AUTHOR:
Sonya A. Grier and Vanessa G. Perry
Sonya A. Grier is Professor of Marketing, Kogod School of Business, American University (email: griers@american.edu). Vanessa G. Perry is Professor of Marketing, Strategic Management and Public Policy, School of Business, George Washington University (email: vperry@gwu.edu).

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