This special commentary section proposes new directions in researching the nexus of ethnicity and well-being under three themes of (1) mobility and shifting identities in relation to place, (2) empowerment and identity performance in relation to the virtual space, and (3) religious conflicts in relation to markets and spaces of consumption. The three short essays in this collection are geared towards accelerating research on ethnicity in marketing and consumer behaviour. They problematize the very nature of ethnicity in relation to space and how ethnicity is performed in different spaces by looking at the issues of social relations, transformations and conflict. They suggest potential areas of enquiry, particularly for new (doctor of philosophy) research projects, policy-focused research grant applications, conferences/seminars/workshops and also classroom activities and teaching purposes.
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