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In this paper, we revise the concept of neolocalism by showing how companies that sex up rural places update and add novel nuances to neolocalist marketing. As the positive aspects drawn from tradition, stories and history are at the center of neolocalism, we aim to highlight how the usually negatively perceived images of the rural may be turned into something positive, trendy, desirable, and eventually sexy in the marketing of rural areas and businesses. The data of this study consists of nine company interviews and four consumer focus groups (n = 17). Our findings show how three features—namely, the hybridization of rural and urban, generational experience of millennials, and minimalist visualization—combined construct ideas for new image creation for rural areas. The concept of sexing up places ushers in new possibilities for rural actors and regions by reducing the distinction between rural and urban via visual imagery that is a particularly good match for the generational experience of the millennials. In this way, the study offers a novel way to tackle the challenges faced by rural areas, such as depopulation and image loss. [ABSTRACT FROM AUTHOR]

Phenological changes among plants due to climate change are well documented, but often hard to interpret. In order to assess the adaptive value of observed changes, we study how annual plants with and without growth constraints should optimize their flowering time when productivity and season length changes. We consider growth constraints that depend on the plant's vegetative mass: self-shading, costs for nonphotosynthetic structural tissue and sibling competition., We derive the optimal flowering time from a dynamic energy allocation model using optimal control theory. We prove that an immediate switch (bang-bang control) from vegetative to reproductive growth is optimal with constrained growth and constant mortality., Increasing mean productivity, while keeping season length constant and growth unconstrained, delayed the optimal flowering time. When growth was constrained and productivity was relatively high, the optimal flowering time advanced instead. When the growth season was extended equally at both ends, the optimal flowering time was advanced under constrained growth and delayed under unconstrained growth., Our results suggests that growth constraints are key factors to consider when interpreting phenological flowering responses. It can help to explain phenological patterns along productivity gradients, and links empirical observations made on calendar scales with life-history theory. [ABSTRACT FROM AUTHOR]