ESCP Faculty Launch New Book
'The Power of Consumer Creativity: Transforming Consumption and Markets' is published by Palgrave Macmillan (part of Springer Nature) in 2025
ESCP Business School is proud to announce the publication of a new book by London-based Professors Marie Taillard and Chloe Preece.
The first-ever book dedicated to consumer creativity, it argues that consumption is not a passive act but a deeply creative practice - one that generates cultural meaning, resilience, and innovation in the face of social, economic, and technological disruption.
The volume brings together leading scholars in marketing to explore topics ranging from vintage retail and gaming communities to biohacking, parenting in crisis, and degrowth movements.
Why is Consumer Creativity Important?
The rise of digital platforms, alternative economic models, and growing environmental and social challenges has shifted the balance of power from brands to consumers. Creativity, once thought to belong only to a few talented individuals or companies, is now central to how everyday people adapt, resist, and create value.
The book highlights the often-overlooked “mini-c” acts of consumer creativity, showing how ordinary consumption itself is an aesthetic, political, and ethical practice. By blurring the line between creating and consuming, it also addresses the limits of technology, including artificial intelligence, in replicating human innovation, positioning consumer creativity as a vital resource for tackling contemporary challenges.
For business leaders, it provides guidance on how brands can better harness consumer creativity to generate value. For academics and students, it expands the study of creativity beyond traditional brand-driven perspectives. For the general public, it provides the opportunity to see themselves as everyday creative agents capable of rethinking their daily activities and generating change.
Part of a wider seven-volume series on creativity edited by Professor Todd Lubart, The Power of Consumer Creativity is the only book in the collection to focus on consumers, foregrounding their role as active co-creators in markets and society.
Our ambition with this book is to transform how we think about consumers: not as passive recipients of value, but as active, creative agents shaping markets and society as a result of their own individual everyday consumption activity. By showcasing this ingenuity, we hope to inspire new ways for businesses, policymakers, and individuals to recognise and harness the transformative power of consumer creativity.
Professor Marie TaillardL’Oréal Professor of Creativity Marketing and Interim Dean of ESCP London Campus
Today’s consumers don’t just consume, they create. Recognising and engaging with this creativity isn’t a threat to business; it’s the key to unlocking innovation, loyalty, and meaningful growth. By reframing consumption as a creative practice, we reveal how ordinary acts can generate extraordinary social, cultural, and economic value.
Professor Chloe PreeceProfessor of Marketing and Academic Director of the MSc in Marketing & Creativity
About the Editors
Marie Taillard, L’Oréal Professor of Creativity Marketing and Interim Dean at ESCP London Campus, earned her MBA from Columbia Business School and her PhD from the University of London. Her research focuses on marketing management and consumer behaviour, especially how consumers contribute to value creation with brands and how technology transforms stakeholder relationships, and brings expertise spanning technology, pharmaceuticals, beauty, luxury, retail, and consumer products.
Chloe Preece, Professor of Marketing and Academic Director of the MSc in Marketing & Creativity at ESCP London Campus, examines marketing in the arts and creative industries through her research, focusing on the social, cultural, and economic value of production and consumption. Chloe chairs the Arts, Heritage, Non-Profit, and Social Marketing Special Interest Group of the Academy of Marketing and serves on multiple editorial boards. The Power of Consumer Creativity is now available for purchase through Palgrave Macmillan, part of Springer Nature.
The Power of Consumer Creativity is now available for purchase through Palgrave Macmillan, part of Springer Nature.
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