In the world of marketing, Purple Washing is the practice of selectively representing, or at convenience, the feminist movement, this to appear to be activists.
Why does it happen? Audiences increasingly decide to support brands that are inclusive, diverse, and that are participants in social movements. Therefore, companies see it as a marketable idea and decide to join the issue of women’s empowerment at convenient dates or times.
What should my brand do instead?
If you’re planning to run an International Women’s Day campaign, now is a great time to commit to incorporating the role of women into your marketing campaigns throughout the year!
Let´s work together to build a more inclusive society.
sources: Lorente, P. (2021). “Purple Washing” and the strategic coherence of a brand
What do you think?
Tell us your ideas, contributions, proposals, projects. we love listening to you!