(Market)places are spatial entities which individuals and groups might experience as meaningful. By highlighting the role of place in ethnic consumer research, this article argues that increased mobility and changing places render relatively stable notions of ethnicity outdated. We identify three main trajectories to revitalize future research on ethnicity. First, we demonstrate the need for research on ethnic identity to be underpinned by a better understanding of the role of place in identity processes. Second, we contend that the established migration/acculturation paradigm should be replaced by the mobility/adaptiveness paradigm. Third, we consider the profound effects of interethnic contact among mobile and immobile populations within shared places on individual and societal well-being.