The TCR perspective of gender: moving from critical theory to an Activism-Praxis Orientation

Applying a transformative consumer research (TCR) perspective urges scholars to adopt a critical praxis. In this chapter we explore what a TCR approach entails and how the proposed Transformative Gender Justice Framework is well suited to help practitioners and scholars address gender-based injustices. We highlight topics in marketing and consumer behavior studies within TCR that might benefit from the addition of a gender focus, and research on gender outside of TCR that might gain from the integration of a transformational perspective. We conclude by reflecting on the activism and praxis orientations that this integration could help stimulate both outside and within academia. Keywords: transformative consumer research, critical praxis, gender justice, inequality, recognition theory, capabilities approach, critical feminism, intersectionality theory, marginalized genders and marginalized identitie

Transformative intersectionality: moving business towards a critical praxis

Drawing on intersectionality’s historical feminist roots of critical praxis and recent re-radicalization of the theory, this paper urges for an expansion of the concept of intersectionality in business and marketing-related studies. To extend the transformative potential of intersectionality theory, we call for scholars and practitioners to move beyond the study of intersecting identity markers (e.g., gender, race, class) to include assessments of power structures and intersectional oppressions. We propose the transformative intersectional framework (TIF) to help scholars and practitioners to explore sources of oppressions more deeply and broadly. We illustrate the analytical capability of the TIF by examining a much lauded business-to-business service that seeks social justice and change—diversity training programs. Using the TIF, we identify the inherent and (in)visible complexities of injustices with which organizations must grapple. We close by demonstrating how the TIF can enrich practice and propose recommendations for action

The renaissance of gender equality research and sustainable development in the academic context of marketing: championing paths forward

The United Nations (UN) Sustainable Development Goal (SDG) of gender equality and the empowerment of all women and girls (SDG #5) is cited as interlinked with other SDGs. One often hears that “Global Goals cannot be achieved without ensuring gender equality and women’s empowerment” (UN, 2015) and that “gender equality is critical to all areas of a healthy society, from reducing poverty (SDG #1) to promoting health (SDG #3) and education (SDG #4), and to the protection of the well-being of girls and boys” (UN, 2016). Despite its importance, business academics have been slow to acknowledge issues surrounding gender equality amongst other SDGs. This chapter argues that despite these challenges, gender research in the wider field of marketing is experiencing a renaissance, fueled in part by global, political and social movements, and in part by the persistence of academics studying these connections. Three research areas for championing a path forward—gender violence, intersectionality, and local and global perspectives in marketing are presented. The translation of this research to inquiry based and transformative learning is particularly emphasized. Lastly, the chapter calls for and advocates ongoing and future efforts to keep the momentum of gender and sustainability issues at the forefront of the marketing field. Using marketing as an illustration for wider business disciplines, it is their role to recognize and become key drivers in shaping sustainable development