Gender-Equity Marketing Through the Lens of Educational Researchers for Social Impact Assessment

This chapter critically examines gender-equity marketing as both a commercial and pedagogical endeavor. Challenging the dominance of econometric metrics, it argues for the integration of educational evaluation methodologies to assess transformative social impact. Drawing on feminist theory, intersectionality, and public pedagogy, the chapter reframes marketing campaigns as cultural texts capable of influencing social norms and identity formation. It critiques the epistemological limitations of traditional impact assessment and proposes participatory, context-sensitive, and interdisciplinary approaches rooted in educational research. By advancing a cross-sectoral framework that connects ethical evaluation, transformative learning, and global accountability structures such as the SDGs, the chapter advocates for a new paradigm in marketing education and practice, i.e., the one that aligns commercial storytelling with normative commitments to justice, reflexivity, and structural change.