Purplewashing

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Purplewashing is a compound word modeled on the term whitewash. The prefix "purple" is associated with feminism while the verb "wash" refers to the co-opting strategies that use minority rights to maintain or enhance structural forms of discrimination.^[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]

The term is commonly used to denounce the use of feminism to justify what is perceived as xenophobic or Islamophobic policies.^[5][6][7]