Power of Consumer Creativity

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.

• 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: Freedom and gifts, emergence and becoming at Kitty at Home.- 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.