This introduction establishes the central claim that consumption is not merely influenced by creativity but is itself a fundamentally creative practice—improvised, embodied, and often disobedient. It reframes creativity through a socio-cultural lens, moving beyond the traditional focus on ‘Big C’ exceptionalism to foreground the everyday, situated, and often overlooked ‘mini c’ acts of creative consumption. Positioned within the broader context of the knowledge and creative economies and informed by service-dominant logic, we argue that value emerges through consumer engagement, not just firm-led production. We critique existing marketing literature for its narrow, instrumental treatment of creativity and outline the book’s aim to foreground its aesthetic, political, and ethical dimensions. The chapters that follow will explore creativity in degrowth movements, caregiving under conditions of mental health crisis, fan and gaming communities, digital resistance, and material interventions in curating the past—collectively revealing how consumer creativity can generate alternative forms of value, challenge dominant systems, and reimagine futures.