Moving gender across, between and beyond the binaries: In conversation with Shona Bettany, Olimpia Burchiellaro and Rohan Venkatraman

• Published date: 01 April 2024
• Author: Mohammed Cheded,Martina Hutton,Laurel Steinfield,Shona Bettany,Olimpia Burchiellaro,Rohan Venkatraman
• Date: 01 April 2024
• DOI: http://doi.org/10.1111/joca.12572

COMMENTARY

Moving gender across, between and beyond the

binaries: In conversation with Shona Bettany,

Olimpia Burchiellaro and Rohan Venkatraman

Mohammed Cheded

1

| Martina Hutton

2

|

Laurel Steinfield

3

| Shona Bettany

4

|

Olimpia Burchiellaro

5

| Rohan Venkatraman

6

1

Work, and Technology, Lancaster

University Management School,

Lancaster, UK

2

Royal Holloway, University of London,

Surrey, UK

3

Ivey Business School, Western

University, London, Ontario, Canada

4

Department of Management, University

of Huddersfield, Huddersfield, UK

5

Department of Politics and International

Relations, University of Westminster,

London, UK

6

Birmingham Business School, University

of Birmingham, Birmingham, UK

Correspondence

Laurel Steinfield, Ivey Business School,

Western University, 1255 Western Rd,

London, ON, Canada.

Email: lsteinfield@ivey.ca

Abstract

This panel discussion explores why marketing and

consumer behavior has struggled to move beyond the

binary, the importance of disrupting the conventional

binaries to recognize gender/sex/ual diversity, and the

challenges in so doing. It raises to the fore concerns

about institutional pressures, sanitization of work,

academic positionalities, everyday encounters of dis-

crimination against gender/sex/ual diversity, and the

emancipatory but oppressive dynamics of categories.

Yet the panelists also reflect on ways to challenge

binaristic thinking. Just being in the academy and

doing (small but) meaningful acts of institutional

activism can produce ripple effects and open path-

ways for a better articulation of lived experiences and

realities.

KEYWORDS

discrimination, emancipation, gender(S), gender/sex/ual

diversity, institutional activism, institutional pressures,

oppression

Received: 25 February 2024 Accepted: 27 February 2024

DOI: 10.1111/joca.12572

This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits

use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or

adaptations are made.

© 2024 The Authors. Journal of Consumer Affairs published by Wiley Periodicals LLC on behalf of American Council on Consumer

Interests.

J Consum Aff. 2024;58:209–222. wileyonlinelibrary.com/journal/joca 209