The concepts of postmodern culture, postmodernism and postmodernity incited new perspectives and debates across many disciplines in the social sciences, humanities, and even physical sciences. Entering consumer and marketing research in the early 1990s, they stimulated questions about all marketing theory (Brown, 1999) and consumer research (Sherry, 1991; Firat and Venkatesh, 1995) that make a lasting impact on our field. Two broad marketing schools of thought emerged around the social changes characterized by the label of postmodern. The European school was heavily influenced by Maffesoli's ideas of neo-tribalism and emphasised the social links and communities made possible through consumption (Cova, 1997). In contrast, North American theorizing highlighted the increasing individualized consumer freed from traditional status markers such as class (Firat and Dholakia, 1998). Both perspectives, however, delineated how a new kind of paradoxical consumer emerged from the sociocultural ferment in the transformative shifts from modernity to postmodernity, a productive consumer, creating and communicating meanings through goods and services. This idea of the productive consumer was especially far-reaching and introduced for the first time the notion of consumers creating value as well as marketers. Indeed, sometimes this value creation could be in opposition to marketers, i.e. whenever meanings were appropriated and changed by consumers from those intended. Many new methodological approaches were introduced into consumer research to understand these processes of meaning creation; hermeneutics, phenomenology, semiotics, semiology and ethnography to name but a few of the leading ones. Thus, during the 1990's and the beginning of the 2000's, the postmodern-postmodernism EDITORIALE