ESCP Europe

This collective work examines consumption through the lens of creativity, drawing on the framework of the seven Cs. Experts in marketing and consumer studies reveal how practices such as vintage shopping, biohacking, gaming, and degrowth serve as forms of cultural and personal expression. By highlighting the creative potential of consumers, the book argues that creativity is a universal human capacity rather than a rare gift. A valuable contribution to contemporary research, it offers essential insights into the evolving relationship between creativity, consumption, and market transformation.