2020 Conference


GENMAC Conference

June 23-24, 2020, Stockholm University, Sweden

REMAKING GENDER, REWRITING RIGHTS: (re)drawing links between gender, politics, marketing and consumer culture

Submissions are due February 10th, 2020.

Final decisions will be delivered March 23rd, 2020.

Conference Co-chairs: Maíra Lopes, Susanna Molander and Jacob Östberg

Sweden is considered one of the most equitable countries in the world when it comes to gender. The country has long term political ambitions towards gender equality (https://sweden.se/society/gender-equality-in-sweden/), including such things as the world’s first “Feminist Foreign Policy” (https://www.government.se/government-policy/feminist-foreign-policy/). Even though the country has come a long way in striving towards gender equality, the daily experience is still one of multiple shortcomings, tensions and problems including gender equality in the workplace, transsexual rights, and unbalanced sharing of parental leave and subsequent responsibilities for child rearing. Overall, gender paradoxes seem to persist with public policies and legislations improving gender equality on the one hand, and gender struggles felt on a daily basis on the other hand. At the same time, we recognize that the Swedish position is still a rather privileged one. Gender struggles in other parts of the world typically involve even more experiences of violence, exclusion and precarity, among other social injustices. We find the Swedish context to be a useful backdrop to the connections between politics, marketing, and consumers’ lived lives as an introduction to the conference theme: Remaking Gender, Rewriting Rights.

This GENMAC Conference invites scholars to consider such gender paradoxes and struggles, challenge intersections of gender, politics and consumption, as well as articulate new possibilities for the debate against gender inequality. With this invitation, we want to foster debates regarding how gender is articulated, negotiated and politicized in order to contribute to a broader discussion regarding gender and social change. In other words, at this conference, our aim is not only to evoke academic debates interlinking gender, marketing and consumer behavior, but also rethink academic contribution to theory, practice and social change as it relates to gender.

We then invite scholars to submit their work across disciplines, methodological and theoretical dispositions that advances understanding of marketing, consumers, consumption, and gender. Yet, as part of our aim to rethink academic contributions and positions to gender issues, we encourage submissions that go beyond the theme presented above.


The GENMAC Conference will take place June 23-24th, 2020 in Stockholm, Sweden. The conference will be held at Stockholm Business School’s Kräftriket campus, which is located just outside of Stockholm city center. There will be a selection of hotels in downtown Stockholm available for conference attendees. A conference dinner will be held on June 23rd and an informal social gathering on the night of June 22nd.

The conference agenda will include competitive sessions, special sessions, working paper session, among other activities. This conference will be held directly before CCT Conference (which runs from June 25-28th in Leicester, UK).


A series of biennial gender conferences began in 1991, with Janeen Costa and Barbara Stern serving as inaugural chairs. 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.


 Submissions are due February 10th, 2020.

Final decisions will be delivered March 23rd, 2020.

Possible Topics

 Gender, Race, LGBTQ Identity and Consumption

  • Locating Gender in Consumer Culture Theory
  • The Role of Feminist Theory in Marketing and Consumer Behavior
  • Masculinity in Marketing and Consumer Research
  • Queer/ing Consumption and Marketing
  • Families and Gendered Consumption
  • Visual Consumption and Gender
  • Historical Inquiries, Gender and Consumer Research
  • Intersectionality
  • Gender and Transformative Consumer Research
  • Gender, Politics and Consumer Research
  • Gender and Politics of Consumption Spaces

Submission Types

The conference will encompass presentations of competitive papers, working papers, special/topical sessions, expert panels, and roundtables. Nonetheless, we are open to innovative modes and alternative formats of presentations (activist panels, lecture performances, creative readings, roundtables, fireside chats and curated dialogues etc.).

Requirements for Competitive Papers

Page 1:  Title, author or authors, and full contact information to contact author.

Pages 2-21 (maximum): Restate the title but not the author name(s). Double-spaced text including tables, figures and references, please follow the Journal of Consumer Research referencing style.

Please also indicate your willingness to present your work as a poster/working paper if it is not accepted as part of a competitive session.

Requirements for Special/Topical Session Proposals

We welcome topical session proposals that include 3-4 papers or multimedia abstracts, with or without a discussant. These session proposals should have a unifying theme to which the individual papers all contribute.

Please provide:

Page 1:  Session title, presentation titles, session chairperson, session contributors, discussant, if used, and full contact information for chairperson, discussant, and each presenter.

Pages 2-4 (maximum):  Double-spaced description of session and rationale.

Pages 5-9 (maximum):  Approximately 500-word abstracts for each presentation.

Requirements for Working Papers

Any work in progress that you wish to share but do not want to have considered as a competitive paper can be submitted as a working paper for feedback from colleagues.

Please provide:

Page 1:  Title, format, author(s), and full contact information of contact author (including e-mail).

Pages 2-3:  Double-spaced abstract of the paper.

Requirements for Roundtables and Expert Panels

Roundtable and expert panel proposals should encompass an extended abstract of the intended debate.

Please provide:

Page 1:  Title, format, participants, and full contact information of contact author (including e-mail).

Pages 2-3:  Double-spaced extended abstract of the theme.

 Requirements for innovative modes and alternative formats of presentations

We welcome innovative modes and alternative formats of presentations proposals. These proposals should clearly describe the format of the presentation as well as any specific technical, or other, requirements needed needed for the presentation.

Please provide:

Page 1:  Title, format, participants, and full contact information of contact author (including e-mail).

Pages 2-3:  Double-spaced extended abstract of the substantial content of the proposal.

Important Dates

Completed papers should be submitted via EasyChair no later than February 10th, 2020 (23:59 Swedish time, GMT+1). Please ensure that all hidden data and personal information is removed from the Word document (for instructions on how to do this, click here).

Final notification of papers and sessions will be delivered March 23rd, 2020. If accepted, authors must commit to appropriate revisions within 6 (six) weeks. All submissions, reviews, and correspondence will be handled electronically.

Contact Information

If you have any questions, please send an e-mail to genmac2020@gmail.com