Gendered marketing and feminism

In this chapter, we employ feminist analysis to examine how markets and marketing produce negative social impacts, namely the (re)production of gendered inequalities. This encompasses four key domains: how gender socialisation operates through marketing and consumption practices to reinforce gender stereotypes; how rigid and limited feminine and masculine gender norms persist through marketing; how markets and marketing can produce harms that disproportionately affect women; and how feminism has come to be repackaged and diluted through the marketplace in the guise of commodity feminism. We conclude by mapping how future scholarship can further interrogate the gendered impacts of marketing.