“…There remains a need to clarify what this diversity means and how to study it-correcting for erroneous categorizations that fail to recognize gender/sex/ual diversity beyond a binary view (e.g., Eisend & Rößner, 2022)-so that we can move research forward in an inclusive manner. At the time of our call and leading up to this special issue, only a handful of articles exist that explore consumers going across, between or beyond the binary or that provide a deeper understanding of the ways gender/sex/uality intersect, for example, Aya Pastrana et al (2022), Bettany et al (2022), Camminga and Lubinsky (2022), Cheded and Liu (2022), Ciaralli and Vercel (2023), Eichert and Luedicke (2022), Goulding and Saren (2009), Kates (2003), Li (2022), McKeage et al (2018), Peñaloza (1994), Seregina (2019), Venkatraman et al (2024), andVisconti (2008).…”