Gender washing: seven kinds of marketing hypocrisy about empowering women

By Rosie Walters, Lecturer in International Relations, Cardiff University

At a time of so much focus on how women are held back and treated unfairly, corporations spend multiple millions telling us what they are doing to empower women and girls. When this makes them seem more women-friendly than they really are, it’s known as gender washing.

Gender washing comes in different varieties, and some can be easier to spot than others. To help identify them, it can be useful to look at the decades of research on corporate greenwashing – that better known variant related to climate change.

Inspired by a 2015…

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