“Brand” is a term relating to organizational activities designed to synthesize and manage various complementary elements, such as visual identity, online presence, and reputation, in order to create a tangible sense of value to which people can make emotional attachments. “Higher education” refers to universities and other similar organizations that offer qualifications at degree level and above, and it represents the upper-most level of formal education in most countries. “Students” in this context are individuals attending university to study degree-level qualifications at bachelor’s, master’s, and doctorate levels.

In recent years, the concept of the prosumer has garnered extensive attention across various fields, including marketing, energy consumption, and innovation research. This attention is driven by the significant role prosumers play in developing more efficient, sustainable, and health-conscious market systems, propelled by advancements in social and technological domains. Broadly defined, a prosumer is an individual who acts as both a producer and a consumer. Originally coined by Toffler in the 1980s, the term describes individuals who blur the lines between producers and consumers by engaging in the creation of value for their own use or for others. Prosumers are seen as external partners who participate in co-creation processes with organizations, contributing to innovative outcomes and the production of the products and services they consume. The concept of the prosumer, individuals who simultaneously act as producers and consumers, has gained significant attention across various sectors. This entry explores the evolving role and impact of prosumers on sustainability, innovation, and market dynamics. A comprehensive literature review and empirical analysis were conducted to understand prosumer behavior and contributions. The findings reveal that the prosumers’ roles range from significantly enhancing sustainability by generating renewable energy to promoting personalized education via teacher–prosumer models. They also drive technological advancements in fields such as 3D printing and cryptocurrency. The study concludes that prosumers have the potential to foster a more resilient and inclusive economy, although challenges such as regulatory barriers and technological dependencies must be addressed to fully leverage their contributions.

The “Pink Tax” refers to charging higher prices for products and services marketed primarily to women compared to similar or identical items targeted at men, despite comparable production costs. This research uses Unilever as a case study to focus on the impact of the Pink Tax on women’s purchasing power, particularly within the personal care industry. The study provides a comprehensive overview of the Pink Tax’s evolution, key research findings, public responses, and regulatory measures to address this issue. By synthesising existing research and case studies, this paper highlights the economic burden imposed on women and the reinforcement of gender stereotypes through market practices. The study underscores the need for equitable pricing mechanisms and informed consumer advocacy to rectify the economic disparities exacerbated by the Pink Tax.