Purplewashing

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Purplewashing is a term used to describe the practice of using feminist or LGBTQ+ issues to mask discriminatory or harmful practices. It involves selectively promoting certain aspects of feminism or LGBTQ+ rights to improve a company's or organization's image, while often neglecting or undermining these same issues in other contexts.^[1]

In the context of feminism, it is used to describe a variety of political and marketing strategies aimed at promoting countries, people, companies and other organizations through an appeal to gender equality.^[2][3] This marketing tactic has also been called "Femvertising", which was most discussed in Gillette Razor's #MeToo commercial aimed towards toxic masculinity.^[4]

In the context of LGBTQ+ issues, purplewashing is also a term used to refer to a phenomenon where organizations or individuals selectively represent bisexual people and issues to appear inclusive, often for marketing or public relations purposes.