Jennifer Takhar

I am a Consumer Culture Theory (CCT) scholar whose research examines how biotechnology markets, consumers, and biomedical technologies mutually shape one another. I founded the Reproductive Marketing Research Group (Repro Mark), an international interdisciplinary collective that questions how reproductive technologies transform marketing, healthcare and consumer culture. Through international research collaborations, I contribute to the development of interdisciplinary perspectives on markets and technological change, advancing critical marketing scholarship while engaging with broader societal challenges.

My current research investigates the marketisation of the menopause transition, mid-life consumption, gendered transhumanist consumption, the FemTech industry and embodied health movements in digital contexts. I combine critical, feminist and creative-critical approaches, using arts-based inquiry to interrogate conventional ways of knowing and representing bodies, science, technology and biomedical markets.

My interdisciplinary research has been published in Social Science & Medicine, Marketing Theory, Recherche et Applications en Marketing, Feminist Review, Journal of Marketing Management, Consumption, Markets & Culture, Women's Studies, The Sociological Review Magazine and Journal of Customer Behaviour. I am currently co-editing a special issue on "Techno Sapiens and the Future of Marketing Theory" for the journal Marketing Theory. I have also worked with the BBC as a cultural affairs consultant.