ABSTRACT
I am pleased to contribute a commentary to this volume of research on theorising gender and gendering theory in marketing and consumer research. It provides me, first, with an opportunity to praise and thank those (including the editors of this issue and those who submitted papers to it) who are investing in scholarly work in this area; their energy and insights are inspirational. It also provides me to with a platform to suggest that there are opportunities for further advancing conversations on gender, marketing, and consumption if we have as a goal understanding the persistence of gender inequality across diverse contemporary societies, and how such inequality might be effectively ameliorated. Of course, not everyone who wishes to study gender in fields of marketing or consumer research has such a goal; gender is a topic richly worth studying in its own right. But if one adopts a pragmatist orientation (e.g. Gross, 2009; Joas, 1993) towards gender research and would like to help create the conditions that might eventually undermine gender inequalities, then it is worth asking about research that could advance this goal.
