Market feminism: Making profit on gender equality

Ideas that equality and diversity are beneficial to economic growth have, in recent years, gained impact. Conversely, the notion that gender equality benefits from being profitable has also been given more attention. This project problematize the complex relationship between gender equality and profit. Based on a sample of companies working commercially with gender, gender equality or norm-critique, the overall aim of the project is to analyze the ongoing creation, operation and maintenance of a market for gender.