Troubling genderS and consumer well‐being: Going across, between and beyond the binaries to gender/sex/ual and intersectional diversity

In this editorial we outline why a call for more inclusive, conscientious approaches to studying gender/sex/ual diversity and intersectional identities is needed, and how the articles in this special issue answered this call. We summarize key takeaways from a review of the literature, noting significant under‐representation of gender/sex/ual diversity and intersectional social locations. We also explore the history of the gender/sex binaries (e.g., female/male; women/men; femininity/masculinity) to help illuminate the premises upon which the popular trend of studying gender/sex differences between men and women and the invisibilities of gender/sex/ual diverse people exist. We conclude with guidance on how scholars and practitioners might engage in thinking, doing, and connecting to move the conversation forward.