Chapter 10 examines subcultures as distinct groups within a larger culture that share specific characteristics, experiences, and identities, shaping meanings in the marketplace. It discusses major forms of subculture – age and generation, sex and gender, racial and ethnic, and religion – and shows how they influence values, lifestyles, and consumption patterns. The chapter addresses diversity and current consumption, highlighting both creative richness and the risks of stereotyping or superficial segmentation. It analyzes social discrimination in markets, including exclusionary practices, biased representations, and unequal access to goods and services. The concept of social inclusion is then introduced as a mindful commitment to recognizing and valuing difference, designing offerings that serve marginalized groups, and fostering social equity.