Jennifer Takhar

I am a Consumer Culture Theory (CCT) scholar, and my principal research focuses on the exchanges between biotechnology markets and consumers of biotech products and services. I am the founder of the Reproductive Marketing Research Group (Repro Mark), an international, interdisciplinary collective studying how reproductive technologies reshape marketing, healthcare, and consumer culture.

My current projects examine the marketisation of the menopause transition, mid-life consumption practices, gendered transhumanist consumption, the FemTech (female technology) industry, embodied health movements in digital contexts and the reconfiguration of marketing theory through arts-based research methods. My work has been published in the following peer-reviewed journals: Social Science & Medicine, Marketing Theory, Recherche et Applications en Marketing, Journal of Marketing Management, Consumption, Markets & Culture, Women's Studies, The Sociological Review Magazine and the Journal of Customer Behaviour. I have previously worked for the BBC as a cultural affairs consultant.