The Power of Consumer Creativity - Transforming Consumption and Markets

This edited book explores the many dimensions of consumption as a creative act using the seven C's of creativity framework. Leading scholars from marketing and consumer research illustrate how acts of consumption are infused with novel thinking, cultural expression, and personal meaning across cutting-edge topics including vintage retail, gaming, biohacking, parenting and degrowth. By highlighting the generative potential of consumer creativity, this collection offers a compelling argument for recognising creativity as a fundamental and pervasive human capability rather than a rare talent. It is essential reading for researchers, students, and practitioners seeking to understand the evolving intersections of creativity, consumption, and market transformation.

List of contents

1. Consumption Is an Act of Creativity Through and Through.- 2. Conventional and Ontological Consumer Creativity.- 3. Between the Limits of Creativity and the Creativity of Limits: A Degrowth Exploration of Consumer Creativity.- 4. Creative Practices in Vintage Retailing. - 5. Consumer Creativity in Crisis: Practice Adaptation in Life-Sustaining Care-Giving Consumption Journeys.- 6. Zowie, It s a Zuri! Exploring Consumer Creativity Within a Virtual Fan Community.- 7. Crafting the Game World: Creative Communities and Participatory Culture in Elden Ring.- 8. Enactivism and the Rebel Creativity of Consumer Biohackers.- 9. Conclusion.

About the author

Marie Taillard is L’Oréal Professor of Creativity Marketing and Head of Faculty at ESCP Business School, London. She teaches across graduate and executive programmes, and sectors from technology and pharmaceuticals to beauty, luxury, retail and consumer products.
Chloe Preece is Professor of Marketing at ESCP Business School, London, and Academic Director of the MSc in Marketing and Creativity. Her research interest lies at the intersection of marketing and the arts and creative industries.

Product details

• Assisted by: Preece (Editor), Chloe Preece (Editor), Marie Taillard (Editor)
• Publisher: Springer, Berlin
• Languages: English
• Product format: Hardback
• Released: 01.09.2025
• EAN: 9783031962462
• ISBN: 978-3-0-3196246-2
• No. of pages: 197
• Dimensions: 148 mm x 15 mm x 210 mm
• Weight: 370 g
• Illustrations: XIII, 197 p. 14 illus.
• Series: The Seven C’s of Creativity; The Seven C's of Creativity
• Subjects: Social sciences, law, business > Sociology > Labour, economic and industrial sociology; Marketing, Sozialpsychologie, Marketing und Vertrieb, Künstliche Intelligenz, Arbeits-, Wirtschafts- und Organisationspsychologie, Creativity, Artificial Intelligence, marketplace, Value creation, Social Psychology, Consumer behavior, Gaming Industry, Science, Technology and Society, Metaverse, Market Psychology, consumer psychology, Creativity Studies, Social dynamics, Everyday Creativity, Discursive Interactions, Activist Consumers, Creative Consumers, Collective Creativity