Gender studies in consumption, marketing, markets, and market organisation: we’ve come a long way, and the varied paths ahead never have been more important

ABSTRACT

This commentary situates the articles comprising this special issue within the four topics listed in its title. Among these four topics in the field of marketing, consumption and marketing are well-established, markets continues to gaining currency, and market organisation is emerging. It offers four areas of further work to advance gender studies in our field: compensation and the distribution of wealth, gendered consumption and market technologies, religion, and science.

KEYWORDS:

• Commentary
• gendered consumption
• market justice
• future directions

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Lisa Peñaloza

Lisa Peñaloza is Professor of Marketing, KEDGE Business School, Bordeaux, France, where she teaches cultural branding strategy, qualitative research, and consumer culture in the marketing MS, Executive DBA, and PhD programs. Her ethnographic research explores how people collectively produce identity and community, with attention to intersectionalities of gender, race/ethnicity and class as such identities and communities converge and diverge in consumption and markets.