Addressing the issue of female under/misrepresentation in marketing approaches and aligning with goal five—achieve gender equality and empower all women and girls—within the framework of the sustainable objective goals from the United Nations, the present chapter provides a broader and more comprehensive framework of gender relations and its associated stereotypes within the realm of marketing. So, firstly, this chapter begins by conceptualizing and theorizing gender, followed by exploring gender inequalities and stereotypes. The second part discusses the media’s role in shaping gender perceptions and highlights initiatives for gender equality. In the third part, we use examples from the automobile industry, a traditionally masculine sector, to briefly illustrate how gender discrimination was (re)produced in the marketing campaigns, and how are the automobile industry brands trying to promote gender equality and promote gender-responsive approaches. The chapters conclude with a reflection on female representation in marketing and suggestions for future research.