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to examine consumers' perceptions of retail brand representations of gender-oriented and/or sexuality-oriented identities. The authors explore the value of developing more progressive, inclusive brand values to support more effective retail brand communications and imagery.

Photo elicitation, utilising LGBTQIA+/sexuo-gendered imagery from retail brand marketing communications, facilitated discussion within focus groups representing various genders, age generations and sexualities.

Younger generations indicate a preference for fluid gender and sexuality and endorse retail brands that represent this progressive understanding. Gender and age moderate preferences for representative imagery, with older males more resistant to sexuo-gendered messages and females of all ages more accepting.

The research is limited in generalisability, geography and demographics. The focussed approach did, however, enable collection of rich, insightful data to underpin evaluations of communicative brand values.

The inclusion of diverse and fluid sexuo-gendered identities within the brand values of retailers would enable effective targeting of consumers across a range of more traditional cohorts.

The evolving ideology towards inclusiveness, identified within the generational cohorts, demonstrates social change through progressive acceptance of more fluid gendered and sexual identities.

The research adopts a novel approach to examining diverse, sexuo-gendered imagery within gendered and generational cohorts, offering qualitative examples of a progressive social ideology.

Aging workers are a diverse group yet research on aging infrequently examines the joint effects of age and gender upon various life domains and decisions. In order to fully understand the experience of a person, you must examine her/his roles and identities as they intersect. Intersectionality extends to the work setting, and the notion of intersectionality is presented as a paradigm that can yield significant insights into the joint consideration of age and gender in the workplace. These relationships have the potential to shape identities, which may in turn influence work perceptions and outcomes. As a result there are important considerations, consequences, solutions, and future research topics, as well as Human Resource practices that are discussed in this chapter.

In this paper, I show how a consideration of legitimacy processes is of theoretical use in addressing two current issues in status research. First, I investigate under what conditions the contrast between the sex composition of a work group and the sex composition of an organization’s authority structure may trigger the salience of gender status in task groups. I argue that this contrast will make gender status salient when an evaluation from an authority figure outside the group creates inconsistency and uncertainty in the current status structure within the group. Delegitimation of a superior is one such process that produces this inconsistency and uncertainty. Second, I examine under what conditions status position compared to identity will more likely stimulate behavior among work group members. I argue that the legitimation of the superior and the group’s status order reduce the likelihood that group members will pursue status inconsistent, identity behaviors. Delegitimation, however, increases opportunities for acting in identity consistent ways and reduces the costs for doing so, thus enhancing the likelihood of identity-based behaviors.

Despite the absence of federal legislation prohibiting discrimination on the basis of gender identity and expression, many companies have adopted such policies in recent years. We examine the impact of several contextual factors thought to influence gender identity and expression nondiscrimination policy adoption among Fortune 500 firms from 1997 to 2007. Our findings suggest that city and state laws likely influence policy adoption, as do federal case rulings regarding gender nonconformity and the adoption of similar policies by companies in the same industry. We found little evidence that companies respond to state or city executive orders or to media coverage of gender identity issues in the workplace.

Purpose: This study examines the experiences and struggles of young women with breast cancer as they navigate the intersectionality of their illness and gender identity. Specifically, the research explores the construction and expression of gender identity as a core part of who they were prior to diagnosis and who they desire to be in the future.

Design and methodology: A phenomenological approach was used to investigate how women with breast cancer experience changes related to gender identity. Eighteen in-depth interviews were conducted with young women who have been diagnosed within the last five years.

Findings: Young women undergo gender identity disruptions and shifts as the result of breast cancer diagnosis and treatment. Informants expressed feelings that their resultant identities do not conform to cultural normative representations of gender, which profoundly impact their perceptions of the physical self, gender roles, and intimate relationships. At this acute stage, they struggled with the loss of important body markers of femininity (breasts, hair, etc.) and attempted through consumption to find alternative ways to enact gender expressions.

Originality and value: This research explores consumer experiences when bodies do not conform to idealized body images and cultural representations of gender. Informants revealed a complex portrait of women who experience the early, invasive stages of illness and body transformation.

This exploratory study aims to compare how businesswomen with different initial bounds to their businesses resort to gender discourses to construct a shared business identity in group interaction.

The study was conducted with two focus groups of Portuguese businesswomen with different initial bounds to their enterprises: those who created their own companies and those who “inherited” family businesses. All the participants of both groups own and manage their businesses.

A discourse analysis of the interactions shows that the identities of businesswomen are constrained and produced by different masculinities (authority, professionalism and self-determination) and femininities (restrictive and emancipatory). The interweaving of these gender discourses results in the production of a “respect” identity in the family businesses group and a “self-determination” identity in the start-up businesses group.

The comparison of the different business identities shared by women with particular business experiences contributes to reflections upon the diversified contours that gender discrimination can undertake, and upon the need of practitioners to adjust the gender policies according to those particular experiences.

The paper compares and highlights how Portuguese businesswomen with different business backgrounds collectively construct specific and shared business identities that allow them to deal with diverse experiences of gender discrimination and devaluation.

The new, Spice Girl‐less millennium, “offers an opportunity to wipe the slate clean, to abandon concepts, models and formulations once thought liberatory now considered incarceratory; to start afresh on the other side of the year 2000”. Foremost among the concepts to be updated is gender identity. In a postmodern society, traditional notions of femininity and masculinity come across as antiquated and illusory. The consumption ethic has deconstructed the historical male‐female mind‐body producer‐consumer dichotomy and made identity construction a consuming pastime. It has also turned gender into a pastiche of possibilities. Yet in the utopian cyber future that awaits us, what will become of gender identity? In the ethereality of the Internet, where existence is ephemeral, is gender identity a meaningful and necessary concept? This paper reviews the historical (modern) significance of gender identity to marketing, explores the postmodern consumer condition, and prophesies a paradisal vision of gender identity in the consumer society to come.

The purpose of this paper is to examine gender identities of Chinese male and female middle leaders in secondary schools and how gender dynamics play in the leadership process and impact on career aspirations and career development.

This paper draws on the data of a larger qualitative study conducted using the life history approach. Cases of four male and female middle leaders, which are able to demonstrate the “efficacy” of life stories to enhancing our appreciation of the process of gender negotiation and the impact of gender dynamics on leadership behaviour, are reported.

Evidence suggests that traditional Chinese gender identities played out in the leader‐follower relationships although signs of hybrid gender identities were also evident in some cases. Gender identities and the family role perception of the middle leaders have impact on their career aspirations and development.

Findings yield implications for the professional development needs of Chinese middle leaders not only regarding their professional role but also their personal understanding of how gender identities and family role perception impact on their career development. Further study with overlapping and complementary methods to a larger sample could be more illuminating to this complex and multifaceted issue.

In the context of global concerns about the shortage of leader talent, the present study illuminates gender identities and the dynamics of the interactions between Chinese superiors and subordinates of different sexes and adds perspective to the leadership development literature.

The purpose of this study is to explore how gender and gender role identity separately and jointly affect managerial aspirations.

The study was cross-sectional in nature. Survey data were collected from Chinese Government sectors. Two-way analysis of variance was used to test the research hypotheses.

The results showed that gender role identity and combination of gender and gender role identity predict management aspirations while gender alone does not affect management aspirations. Androgynous individuals self-reported higher scores of managerial aspirations. Female managers who perceive themselves as androgynous and masculine tend to possess higher management aspirations. However, when they perceive themselves to exhibit feminine traits, they are more likely to hold lower management aspirations. Moreover, male managers with androgynous and feminine traits are inclined to have higher management aspirations.

Due to cross-sectional survey data, research results may be biased by common method variance. In addition, because of a convenient sample, the research results may lack generalizability. Moreover, with participants from different organizations, the percentage of men and women in the organization and participants’ role conflicts between work and family life would impact the gender role identity of individuals. Future research should control for the gender composition of the workplace and participants’ role conflicts between work and family life.

The findings can help narrow the gender gap of managerial aspirations through focusing on gender role identity in selecting managers and designing the leadership training program, ultimately resulting in diminishing disparity in top leadership positions between men and women.

This study examines how gender and gender role identity separately and jointly affects managerial aspirations in the Chinese context.

This study aims to increase the understanding of the early-stage identity-related information needs of transgender people.

This study draws on social constructivism, queer theory and information practice research. In accordance with the queer phenomenological approach which emphasises lived experiences, data was collected by interviewing 25 individuals who identified as transgender. The data was analysed with a focus on how early-stage information needs are formed into conscious information needs.

The formation of early-stage information needs were conceptualised as a chain including a trigger for information seeking, finding the right words and understanding the experience. Especially the bodily changes starting at puberty were strong causes of discomfort causing friction between the subjects' own gendered body and their gender experience, even leading to gender dysphoria. Finding words to describe the experience played an important role in the process of identity formation. In many cases this was difficult because of the lack of accurate and relevant information.

Providing information especially of varying transgender experiences is vital for individuals trying to understand and verbalise their gender identity.

This study provides an understanding of the early-stage information needs described by transgender people and the process of building identities through disorientation. This study suggests that early-stage information needs are a valid concept to help understand how embodied experiences and the friction between the lived experience and the social world can lead to information seeking.