Guest Editorial: Impact through Transformative Consumer Research

Transformative Consumer Research (TCR) is the pre-eminent sub-field in Marketing addressing the key intersections between consumer theory, marketing practice and policy to explicitly promote solutions for improving societal well-being. Adopting the innovative format of an EJM impact article, this special issue focuses on TCR’s strength in developing rigorous scientific findings in collaboration with stakeholder organisations and groups to alleviate social problems. Representing a first-time collaboration between European Journal of Marketing and the bi-annual Transformative Consumer Research Conference, all papers contained in this issue have emanated from the 2023 TCR Conference, held at Royal Holloway University of London. By focusing on positive individual and collective change, this exclusively impact article populated special issue showcases the breadth and depth of outcomes that TCR uniquely delivers in terms of partnership, community-building and empowerment-focused collaborations to achieve greater societal impact on wide-ranging issues such as, social media mindfulness, misinformation interventions, gender equity in advertising, social impact measurement for nonprofits, and children’s digital well-being.