We begin by discussing the concept of value co-creation, which refers to the variety of ways by
which consumers are able to play active roles in the value creation process. Next, we employ the
concepts of working consumers and double exploitation to highlight the significance of consumers’
immaterial labour in value co-creation processes. Finally, we discuss the links between
brand communities, co-consuming groups, and value creation processes. Several roles of consumers and co-consuming groups are discussed in order to contextualize our understanding of
how consumers co-create value. Moreover, we also demonstrate how collective consumers react to
double exploitation. We conclude by discussing the implications of the working consumer for
value co-creation processes.