A series of biennial gender conferences began in 1991, with Janeen Costa serving as the inaugural chair. These conferences have been organized, run, and produced exclusively through the efforts of volunteers who have participated by chairing conferences, submitting and reviewing manuscripts, preparing calls for papers and budgets.

In 2016, we saw the birth of GENMAC, an organization formed by a diverse group of marketing scholars that is focused on gender research in marketing and consumer behavior. GENMAC, and its accompanying advisory board, seek to bring together voices of all constituents interested in gender, marketing and consumer behavior research and serves to more formally support the continued tradition of the Gender, Marketing and Consumer Behavior conference.