Is Value Cocreation a Privilege? A Call for Collaborative Action in the Marketplace

Akon E. Ekpo and LaDonna M. Thornton

Journal of the Association for Consumer Research, 2026, vol. 11, issue 1, 5 - 16

Abstract: Customer value is a cocreation process, where both service providers and consumers integrate their resources to realize the full potential value of an offering. However, not all consumers possess the necessary resources and skills to derive value, particularly marginalized consumers. This points to the need to investigate the broader structural forces that impact marginalized consumers’ ability to derive and leverage value. Although marginalized consumers may rely on technology to overcome barriers and enhance value realization, advancements in digital technology can also perpetuate systemic oppression that hinders attainment. We argue that collaboration between consumers, marketers, and policy makers can help to confront the systemic oppressive forces that structurally impact customer value experiences of marginalized consumers, informing more inclusive and equitable marketing practices.

Date: 2026
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