Keynote 2024 Distinguished Service Award, In Service of Research on Social Problems

Association for Consumer Research Conference Proceedings

The Association for Consumer Research (ACR) has supported TCR from its inception as a place to expand research to improve consumer well-being. The idea for transformative consumer research was first envisioned in David Mick’s 2005 ACR presidential address (Mick 2006; Mick, Pettigrew, Pechmann, & Ozanne. 2012). Some twenty years later, we have held eleven conferences and well over fifteen hundred scholars have attended from all over the world (mytcr.org). The twelfth conference is scheduled for 2025 in Washington DC at American University. Together, we have created a new academic space, first building on research within ACR (Davis, Ozanne, & Hill 2016; Davis & Pechmann 2020), but now expanding into transformative services (Anderson et al. 2013), transformative advertising (Gurrieri, Tuncay-Zayer, & Coleman 2022), and beyond. I am heartened. But much work remains to be done.