Special Issue: European Journal of Marketing on TCR Impact

Martina Hutton, Aronte Bennett, Eva Kipnis; Guest editorial: Impact through transformative consumer research. European Journal of Marketing 8 September 2025; 59 (6): 1453–1457. https://doi.org/10.1108/EJM-06-2025-994

Representing a first-time collaboration between the European Journal of Marketing and the bi-annual Transformative Consumer Research Conference, all papers contained in this issue emanated from the 2023 TCR Conference, held at Royal Holloway University of London.

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. Recent recommendations from the TCR Impact Task Force have highlighted the urgent and critical need to prioritise and reorient research goals around societal impact, to develop robust strategies for stakeholder engagement and to grow and foster a culture of collaboration and community-centric research. As impact-focused work grows in prominence across a range of business and management disciplines, we are also witnessing an escalating number of scholars around the globe undertaking TCR scholarship. To recognise and highlight their contributions, our vision for this special issue was to cultivate a space for scholars to share the nature of their diverse impact journeys and outcomes, as publishing avenues for such insights remain nascent in scope and number (Ozanne et al., 2024).

Congratulations to the authors featured in this special issue for their sustained commitment to addressing societal concerns. We hope this work will encourage others in our scholarly community to pursue impact through Transformative Consumer Research.

• Samantha N.N. Cross, Cristina Galalae, Tana Cristina Licsandru, Verónica Martín Ruiz, Charles Chi Cui, Carlo Mari, Lizette Vorster, Irem Yoruk, Emma Johnson, Shauna Kearney; Co-creating sustained impact for diversity and inclusion engaged marketing. European Journal of Marketing 8 September 2025; 59 (6): 1458–1468. https://doi.org/10.1108/EJM-04-2024-0326

• Linda Alkire, Laura Hesse, Amir Raki, Silke Boenigk, Sertan Kabadayi, Raymond Paul Fisk, Andres Mora; From theory to practice: a collaborative approach to social impact measurement and communication. European Journal of Marketing 8 September 2025; 59 (6): 1469–1481. https://doi.org/10.1108/EJM-04-2024-0321

• Abigail B. Schneider, Jason Stornelli, Sunaina Chugani, Michael G. Luchs, Tiffany Vu, Tavleen Kaur, David Glen Mick; A WISER intervention to combat the influence of misinformation on social media. European Journal of Marketing 8 September 2025; 59 (6): 1482–1502. https://doi.org/10.1108/EJM-04-2024-0335

• Chloe Preece, Pilar Rojas-Gaviria, Benedetta Cappellini, Finola Kerrigan, Paul Hewer, Leighanne Higgins, Francesca Sobande; Let’s ROC: a dynamic experience-based roadmap for relational engagement. European Journal of Marketing 8 September 2025; 59 (6): 1503–1520. https://doi.org/10.1108/EJM-04-2024-0333

• Linda Tuncay Zayer, Lauren Gurrieri, Catherine A. Coleman; Generating impact towards gender equity outcomes through transformative advertising research. European Journal of Marketing 8 September 2025; 59 (6): 1521–1532. https://doi.org/10.1108/EJM-04-2024-0334

• Steven S. Chan, Shalini Bahl, Kelly Moore, Michelle van Solt, Ryan E. Cruz, Matthew Philp, Tessa Garcia-Collart, Ellen Campos Sousa, George R. Milne, Nelson Borges Amaral, Michelle Perkins, Kirsten Johnson; Mindful social media usage: insight and impact from co-creating a social media mindfulness practice for young Black women. European Journal of Marketing 8 September 2025; 59 (6): 1533–1553. https://doi.org/10.1108/EJM-04-2024-0343

• Patrick Elf, Athina Dilmperi, Sophie Whitehouse, Georgia Stavraki, Claire Farmer, Katherine Casey; Fostering impact through resonance: collaborative methodologies in arts research. European Journal of Marketing 8 September 2025; 59 (6): 1554–1566. https://doi.org/10.1108/EJM-04-2024-0342

• Laurel Aynne Cook; Children, carers, and community members as cocreators of digital well-being. European Journal of Marketing 8 September 2025; 59 (6): 1567–1583. https://doi.org/10.1108/EJM-04-2024-0345

The guest editors express their deepest appreciation to Debbie Keeling, Richard Whitfield, Greg Marshall and the EJM Editorial team for their commitment to and support of this special issue.