This comprehensive and authorative sourcebook offers academics, researchers and students an introduction to and overview of current scholarship at the intersection of marketing and feminism.

In the last five years there has been a resurrection of feminist voices in marketing and consumer research. This mirrors a wider public interest in feminism – particularly in the media as well as the academy - with younger women discovering that patriarchal structures and strictures still limit women’s development and life opportunities. The "F" word is back on the agenda – made high profile by campaigns such as #MeToo and #TimesUp. There is a noticeably renewed interest in feminist scholarship, especially amongst younger scholars, and significantly insightful interdisciplinary critiques of this new brand of feminism, including the identification of a neoliberal feminism that urges professional women to achieve a work/family balance on the back of other women’s exploitation.

Consolidating existing scholarship while exploring emerging theories and ideas which will generate further feminist research, this volume will be of interest to researchers, academics and students in marketing and consumption studies, especially those studying or researching the complex inter-relationship of feminism and marketing.

part Section 1|57 pages

Women in the history of marketing

chapter 2|14 pages

Goddesses of the household

Martha Van Rensselaer and the role of home economics in marketing theory *

chapter 3|14 pages

Creating the critical consumer

Helen Woodward and Hazel Kyrk on self-determination and the good life

chapter 4|14 pages

Marketing's hidden figures

Black women leaders in advertising

chapter 5|13 pages

Marketing education and patriarchal acculturation

The rhetorical work of women's advertising clubs, 1926–1940

part Section 2|84 pages

Gender representations in the marketplace

chapter 6|15 pages

Feminist brands

What are they, and what's the matter with them?

chapter 7|12 pages

“One, two, three, four, what are we fighting for?”

Deconstructing climate crisis war messaging metaphors using ecofeminism

chapter 8|18 pages

Menstruation in marketing

Stigma, #femvertising, and transmedia messaging

chapter 9|18 pages

In search of the female gaze

Querying the Maidenform archive

chapter 10|19 pages

From identity politics to the politics of power

Men, masculinities and transnational patriarchies in marketing and consumer research

part Section 3|82 pages

Feminist perspectives on the body in marketing

chapter 11|12 pages

Materializing the body

A feminist perspective

chapter 12|18 pages


Is there a role for feminist activism in women's sport?

chapter 13|17 pages

Women's sexual practices

The B-spot of marketing and consumer research

chapter 14|16 pages

Taking off the blindfold

The perils of pornification and sexual abjectification

chapter 15|17 pages

The quest for masculine to-be-looked-at-ness?

Exploring consumption-based self-objectification among heterosexual men

part Section 4|100 pages

Difference, diversity, and intersectionality

chapter 16|16 pages

Are all bodies knitworthy?

Interrogating race and intersecting axes of marginalization in knitting spaces

chapter 17|11 pages

Marketing and the missing feminisms

Decolonial feminism, and the Arab Spring

chapter 19|12 pages

Consumption beyond the binary

Feminism in transgender lives

chapter 21|16 pages

Our aging bodies, ourselves

part Section 5|62 pages

Gendering digital technologies in marketing

chapter 22|10 pages

Black women's digital media and marketplace experiences

Between buying, branding, and Black Lives Matter

chapter 24|20 pages

Big Brother is monitoring

Feminist surveillance studies and digital consumer culture

chapter 25|13 pages

Seeking safety and solidarity through self-documentation

Debating the power of the self(ie) in contemporary feminist culture

part Section 6|76 pages

Feminist futures

chapter 27|14 pages

The politics of epistemic marginality


chapter 28|11 pages

Women who work

The limits of the neoliberal feminist paradigm

chapter 29|15 pages

Putting pornography on the marketing agenda

A radical feminist centring of harm for women's marketplace inequality

chapter 30|17 pages

Manifesting feminist marketing futures

Undertaking a ‘visionary’ inventory: Feminist Collective