1 definition by StealthFem
Femwashing is when companies use marketing to capitalize women's rights and equality. Similar to greenwashing, where an organization presents an image of heighten environmental awareness, or pinkwashing, where companies present themselves to be LGBT friendly or progressive, femwashing uses messaging of women's rights for capitalistic gains. It sells “freedom” and “equality” as capitalistic forms of liberation, and at its core, it is profiting off the patriarchy.
Femwashing is when companies use marketing to capitalize women's rights and equality. Did you see how REI started using marketing "women's empowerment" to sell their outdoor gear? Yet the company doesn't even have equal women in its senior leadership or equitable family leave policies for its store employees!
by StealthFem October 4, 2017