Gender, Markets, Consumers, Stockholm, 16-17 May 2022; Deadline now 17 Jan


Author: Jacob Östberg

GENMAC Conference, May 16-17, 2022, Stockholm – CALL FOR PAPERS

New deadline: January 17th, 2022

Conference homepage:

Time: May 16-17, 2022

Place: Stockholm University & Stockholm School of Economics, Sweden

(Virtual attendance will also be possible)

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

Conference Co-chairs: Susanna Molander, Riikka Murto and Jacob Östberg


The GENMAC Conference will take place May 16-17th, 2022 in Stockholm, Sweden. There will be a selection of hotels in downtown Stockholm available for conference attendees. A conference dinner will be held on May 16th and an informal social gathering on the night of May 15th.

The conference agenda will include competitive sessions, special sessions, working paper sessions, among other activities. Due to the insecurities connected to the COVID-19 pandemic we realize that many potential attendees have a hard time assessing whether traveling to Sweden in May of 2022 will be a reasonable option.

While we hope that there will be a critical mass of researchers actually gathering in Stockholm, we will also take measures to make sure that those that cannot attend in person will be able to join us digitally. The exact nature of these digital events are not decided upon yet, but we will strive to include those in different time-zones and are considering options such as pre-recorded presentations, hybrid sessions, and digital sessions.


Submissions are due January 17th, 2022.

Final decisions will be delivered February 23rd, 2022.

Completed papers should be submitted via Easy Chair:

In 2020 the GENMAC conference was going to take place in Stockholm but was cancelled due to the pandemic. If you had a paper accepted for that conference that you still find relevant and want to present at this conference, you do not have to go through the review process. Instead you can send the paper directly to the co-chairs.

Possible Topics

  • Gender, Race, LGBTQ+ Identity and Consumption
  • Gender, Race, LGBTQ+ Identity and Markets
  • 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
  • Market regulation and gender
  • Mundane marketing practices 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.).

Contact Information

If you have any questions, please send an e-mail to one of the co-chairs:

Susanna Molander:

Riikka Murto:

Jacob Östberg: