Hidden in Plain Sight: Building Visibility for Critical Gender Perspectives Exploring Markets, Marketing and Society

Abstract

In this introduction to the special issue on gender and macromarketing, we explore how gender research within the journal has remained “hidden in plain sight”; and, offer concrete proposals to build visibility for critical gender perspectives which explore markets, marketing and society. This introduction is divided into four sections. First, we examine existing research in the journal which has focused on gender. Next, we provide a summary of the eight articles published in this special issue. We then examine systemic gender inequalities and injustices currently evidenced within macromarketing. Finally, we proffer suggestions for future gender research directions within the journal, alongside our reflections on addressing the problematic gendered dynamics that persist within the journal and the Macromarketing Society.