Date of Award
Master of Arts in American Studies (MAST)
Dr. Kenneth Maffitt
Dr. Amber Hutchins
This paper explores how consumer identity is evolving as a response to technology and how for-profit brands are leveraging that identity evolution. It then posits that in order for human rights to become normalized in the United States, human rights NGOs must adopt the same strategics as their for-profit competitors or risk losing the next generation and becoming obsolete.