Developing Gender Equality Marketing Beyond 2025: A Systematic Literature Review

Abstract

The perpetuation of gender inequality is enmeshed with marketing activities, as shown by decades of marketing research. This article reviews the marketing frame and questions the actual and possible future contributions of marketing to increasing gender equality and consequently increasing societal sustainability. This chapter includes the scholarly discussion of gender-related articles published in high-ranking academic peer-reviewed marketing journals between 1990 and 2018. It includes 1004 articles and follows the SCImago Journal and Country Rank (SJR) to assure the quality of the study. A bibliometric and a content analysis was carried out in a multi-stage approach. By doing so, the current study helps (1) to understand the complex relationship between gender consumption and gender production, (2) to advance the knowledge of gender issues in marketing, and (3) to develop propositions for the development of gender equality marketing beyond 2025.