The queer manifesto: Imagining new possibilities and futures for marketing and consumer research

In this manifesto, we explore how queer theory can contribute to expanding what consider legitimate knowledge within marketing research. Previous scholars in and management have highlighted the potential of theory, remarking little it is used discipline. Reviewing scholarship that uses shows mostly applied relation Lesbian, Gay, Bisex, Trans Queer (LGBTQ+) consumers contexts, reproducing same dualism challenges. To overcome this, provide a brief outline leading five research avenues are relevant marketing: gender sexuality; phenomenology; desire; failure methodology. Each these considers lenses been could be our We stress epistemological value valuing margins, rejecting questioning hierarchies power capitalism. utopian logic do not intend guidelines, but horizons possibility for consumer theorisation.