Generating impact towards gender equity outcomes through transformative advertising research

European Journal of Marketing

Purpose
This paper aims to illustrate how multistakeholder partnerships can maximize different forms of impact in relation to the transformative power of advertising, including inclusive gender representation and storytelling as well as the pursuit of gender equity in society more broadly.
Design/methodology/approach
Two collaborations between Transformative Consumer Research scholars and external partners working as coalitions to progress gender equity in advertising are detailed.
Findings
This research outlines the success factors and challenges across two multistakeholder initiatives and the forms of impact, both inside and outside the academy, that were realized through these partnerships.
Research limitations/implications
This research highlights how impactful outcomes, including societal benefits, are within the reach of academic scholars as they partner with industry, nonprofits and governments to produce traditional and nontraditional outputs of their collaborative efforts. This work details how these were achieved in relation progressing gender equity in advertising but may be limited to these cases and contexts.
Practical implications
This work provides practical advice for navigating challenges related to collaborative initiatives within the advertising ecosystem and underscores success factors for various actors who seek social justice goals – in this case, gender equity.
Social implications
This research demonstrates how academics can engage in partnerships to advance gender equity goals in society.
Originality/value
This research addresses a neglected area of research in advertising and marketing, taking a transformative perspective rooted in gender equity goals to illustrate how impact outcomes can be collaboratively realized in the advertising ecosystem.