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Avion entered a two-year contract with snowboarder Mark McMorris to help other young adventurers identify with a brand that has been typically seen as affluent. In the commercials McMorris is seen travelling in an indie fashion typical of young travelers, trying different foods, and always dressed very casual sporting a Canadian toque and casual clothing. Avion is attempting to reposition the brand using McMorris to address which buying influence to appeal to Gen Y? O Social class Lifestyle Family life cycles Gender