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The article adds to the literature on youth migration within a rapidly changing rural society. Insights are presented on how multiple place attachment is reflected in the context of rural‐to‐urban migration in the lives of 14 Danish rural youth out‐migrants. Findings demonstrate that out‐migrants’ attachment to their rural childhood place must be considered ambivalent, in particular regarding how the young people identify with the places, as these are experienced as both nurturing and isolating and safe and restricted. This reveals the multidimensionality of the young people's relationship with place, as these contain both positive and negative elements, which are equally meaningful and contribute to place attachment. Further, the article contributes to the place attachment literature by offering insights into the significance of continuity in the context of migration, as old relationships and rural identities provide significant stability within the young people's lives and constitute important elements in their identities and multiple place attachment.

Anti-consumption literature focuses on consumers' reasons for avoiding certain products or brands emphasizing consumers' symbolic and/or political reasons for avoidance. Consumers' choices have assumedly been voluntary. In contrast, this article discusses anti-consumption as a less explicitly political but also less voluntary form of anti-consumption, termed non-consumption. The empirical data consist of nine in-depth interviews with Danish pregnant women and new mothers regarding potentially 'risky' products. The article shows how their avoidance of certain forms of consumption reflects their struggle to perceive themselves-and be perceived by others-as competent mothers(-to-be). Risk is avoided, minimized, modified or balanced against prevailing habits and discourses of womanhood such as the risk of parabens against ideals of beauty when using cosmetic products. The article contributes to the anti-consumption literature by offering insights into the highly normative but less explicitly political field of constrained consumption reflected in the everyday microconsumption practices of Danish pregnant women and new mothers.

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