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This article provides a comprehensive, interdisciplinary review of the extant literature regarding the gay and lesbian consumer market. Through the critical review of 38 scholarly, peer‐reviewed articles, four primary streams of research are identified, and the significant findings and avenues for future academic inquiry are highlighted. Additionally, this review identifies the research trends in terms of publications, theoretical approaches, research design, and methodology spanning from the earliest publication in 1993 to 2013. This study provides important theoretical and managerial implications to inform business practice, public policy, and future scholarly research.

The COVID-19 pandemic and rising demand for transparency has heightened the importance of sustainability communications on social media to generate deeper stakeholder engagement. Although B Corporations (B Corps), businesses committed to the triple bottom line (TBL), could serve as a catalyst for sustainable development, little is known about how they communicate on social media during a crisis. Therefore, we examined social media communications of B Corps to (1) identify salient topics and themes, (2) analyze how these themes align with the TBL, and (3) evaluate social media performance against industry benchmarks. We focused on the apparel, footwear, and accessories (AFA) sectors in the U.S. and chose Twitter, a platform known for crisis communication. Using a qualitative method, we found four topics and 21 underlying themes. Topics related to social/environmental issues and COVID-19 were most dominant, followed by product/brand promotions. Further classification of specific themes and cases from a TBL perspective demonstrated that, overall, B Corps in the AFA sectors leveraged various approaches to promote balance between each TBL dimension. Lastly, although collectively B Corps exceeded some of the Twitter industry benchmarks, at an individual level, most brands had room for improvement to build a stronger community and promote synergy among the three pillars of the TBL.

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