Purpose – This paper seeks to explore whether the global market segment Generation Y shares a common perception of a specific consumption activity, namely bungy jumping, and how perceptions of cool operate around that. Design/methodology/approach – A qualitative methodology is adopted,...

Purpose – Are peaches, Caesar salad and chocolate masculine or feminine food? Literature suggests that there is a clear association between certain types of food, portion sizes and gendered identities. This research paper and short film aims to explore the theory in practice of food...