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Ostomy Awareness Month is an attempt to combat the lack of public knowledge about ostomies and provide forums for the discussion of ostomy‐related issues among families, patients, health care professionals, and others.

The purpose of this paper is to explain how the role of marketing for luxury brands can be re-thought in order to ensure that such brands establish a strong connection between their luxury image and positive social and environmental values.

The findings are based upon qualitative empirical research which informed a new categorisation of consumer motivations, through the application of self-determination theory which shows how concerns for environmental and social sustainability can be integrated with individual psychological needs.

The findings provide a deep understanding of consumers of luxury-eco products which could be used by marketing practitioners to shape socially responsible purchasing decisions.

The research was designed for theory building, not theory-testing, so future research would be needed to study the efficacy of the recommended strategies for encouraging eco-luxury behaviour.

To increase the likelihood of practical applications, the authors follow the presentation of their findings with suggestions and examples for marketing to each of the consumer types identified by their research.

The findings of this research have implications of a global, environmental and social kind. The societal adoption of eco-luxury consumption is about educating consumer desire, shifting it from its current focus on personal satisfaction, to a higher level of personal and social flourishing.

The findings effectively support the claims of self-determination theory by demonstrating how and why consumer motivations differ and how an improved sense of well-being can be achieved through internalised levels of self-determination.

As the First Lady, Michelle Obama stated that she had a number of priorities but that the first year would be mainly about supporting her two girls in their transitions to their new life in the White House. Her choice to be mom-in-chief drew unusually intense and rather puzzling, scrutiny. The chapter briefly discusses the range of reactions along the political spectrum as well as African-American feminists’ analyses of the stereotypes of Black women underlying those reactions. This analysis engages the debates from a different perspective. First, the chapter addresses the under-theorizing of the racialized gender norms embedded in the symbolism of the White House and the role of First Lady. It challenges the presumption of traditional notions of true womanhood and the incorrect conclusion that mothering would preclude public engagement.

Second and most importantly, this chapter argues that there are fundamental misunderstandings of what mothering meant for Michelle Obama as African-American woman. Cultural traditions and socio-historical conditions have led Black women, both relatives and non-kin, to form mothering relationships with others’ children and to appreciate the interdependence of “nurturing” one's own children, other children, and entire communities. Those practitioners whose nurturing activities encompassed commitment and contributions to the collectivity were referred to as community othermothering. Using primary sources, this chapter examines in detail Michelle Obama's socialization for and her practice of community othermothering in her role as First Lady. Attention is focused on her transformation of White House events by extending hospitality to more within Washington, DC, and the nation, plus broadening young people's exposure to inspiration, opportunities, and support for setting and accomplishing their dreams. Similarly, the concept of community othermothering is also used to explain Michelle Obama’s reinterpretation of the traditional First Lady's special project into the ambitious “Let's Move” initiative to end childhood obesity within a generation. The othermothering values and endeavors have helped establish the White House as “the People's House.”