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Following an interpretivist approach, the authors draw on semi-structured interviews with parents of children with autism spectrum disorder (ASD).

Responding to limited academic advancement, particularly in the context of consumers experiencing vulnerability, the aim is to deepen marketing scholars’ understanding of value co-destruction (VCD) and its under-explored relationship with consumer ill-being.

Three forms of systemic VCD mechanisms emerged: obscuring, gaslighting and siloing. Ill-being comprised material, physical, psychological and social harms, which consumers experienced individually, relationally and collectively due to VCD. Family members’ experiences of ill-being and vulnerability were deepened by service systems’ inability to recognise the individuality of their needs and provide appropriate support.

In line with the interpretivist paradigm, the focus on families of children with ASD, while illuminating, delimits the generalisability of the findings. The authors call for further research on consumer ill-being, VCD and vulnerability in other service and marketing contexts.

The findings highlight the need for service system adaptability to recognise and address unstandardised needs.

Several systemic failures of (public) service systems which manifested as VCD mechanisms are identified.

The overall contribution is the development of a contextually driven characterisation of both VCD and ill-being and a deeper understanding of how these are interrelated. First, VCD revealed itself as a systemic failure to access, provide or integrate resources to meet actors’ needs as manifested by the three mechanisms. Second, the authors characterise ill-being as comprising material, physical, psychological and social harms due to VCD, which are experienced individually, relationally and collectively. Finally, the authors illuminate the nature of vulnerability and delineate the entanglements between vulnerability and ill-being in a collective (e.g. family) context.