WARKETING PEACEcore
WARKETING PEACE · Horizon Europe grant · 2026-04-15–2028-04-14
EC contribution
Total cost
Beneficiaries
About the data
Source: CORDIS (official EU open data), Horizon Europe. Framework HORIZON · call HORIZON-MSCA-2025-PF · scheme HORIZON-TMA-MSCA-PF-EF · topic HORIZON-MSCA-2025-PF-01-01. CORDIS record →
Objective
“Peace,” this project argues, is no longer a state we inhabit but a commodity—branded, packaged, and sold by those who profit from war. Warketing Peace reveals how three iconic brands, Michelin, Kodak, and Burberry, invented by the late 1800s the ideal of a “peaceful lifestyle,” where peace was framed not as the result of justice, but of consuming leisure and tourism. With WWI, this fantasy was redirected: their products were simultaneously adapted for military use and promoted as ways to experience peace amid war. In the postwar era, three strands—romanticized peace, aestheticized war, and infrastructures of violence—merged into a single logic of consumption. This commodification has since consolidated into today’s global order, where “peaceful” nations profit from peace-images while driving militarized economies, underscoring the urgency of rethinking what it means to be at peace in the 21st century. At the crossroads of peace studies, narratology, media history, and ecopolitics, Warketing Peace undertakes a diachronic comparative reading of corporate marketing and consumer archives to pioneer a non-binary history of peace and war, offering a new model for analysing and mapping peace’s cultural economy. While Warketing Peace reconstructs the consumer history of modern peace, my MSCA collaborative strand, The Memorial for Those Who Did Not Fall in War (MNW), offers an innovative platform of interdisciplinary research, art, and pedagogy to co-create alternative, cross-border languages for a future of peace and ecological justice. Culminating in a monograph, an article, conference presentations, and three MNW events across Europe, my MSCA fellowship at VUB, with a secondment at Columbia, extends my previous research on peace identities (PhD at Sorbonne Nouvelle, Fulbright postdoc at Princeton, and directorship of Columbia University’s Global Center for Peace Innovation), to revolutionise how we imagine and create peace in the 21st century.
Beneficiaries (2)
| Organisation | Country | Role | EC contribution | SME |
|---|---|---|---|---|
| VRIJE UNIVERSITEIT BRUSSEL | BE | coordinator | €200,400 | |
| TRUSTEES OF COLUMBIA UNIVERSITY IN THE CITY OF NEW YORK | US | associatedPartner | — |
Get the DFM funding briefing — free
New EU defence calls, tenders and awards in your inbox.
Defence Finance Monitor is an analytical and informational product. Grant data is official CORDIS; payment and subscription happen on DFM Analysis.