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  • Writer's pictureKatherine Tuominen

What is Pink-Washing?

And Why Does It Matter When You're Trying to Shop Sustainably?

You might have heard the term "pink-washing" before, but what does it actually mean? In a nutshell, pink-washing is when a company or organization tries to improve their public image by associating themselves with causes that are popular among consumers, such as environmentalism or feminism.


Sustainable Shopping Made Simple


However, these companies often do not put enough effort into actually becoming sustainable and ethical businesses. This can be extremely frustrating for people who are trying to shop sustainability because it can be difficult to tell which brands are truly committed to better practices and which ones are just jumping on the bandwagon. In this blog post, we will explore the concept of pink-washing in more depth and discuss why it matters when you're trying to shop ethically.


So, what exactly is pink-washing? The term was first coined by environmentalist group Breast Cancer Action in 2006, and it has been used to describe a wide range of greenwashing tactics since then. Greenwashing is when a company or organization engages in false or misleading marketing in order to make themselves appear more environmentally friendly than they actually are. Pink-washing is a specific type of greenwashing that occurs when companies use feminist or pro-women rhetoric to improve their image, without actually doing anything to support women's rights. This can be extremely frustrating for feminists and other social justice advocates who are trying to shop ethically, because it can be difficult to tell which brands are truly committed to better practices and which ones are just trying to cash in on the latest trend.

This pride month we're seeing more and more businesses attempt to Pink-Wash instead of genuinely supporting diversity and inclusion at work. Pink-washing is becoming increasingly common as companies attempt to appeal to millennial consumers, who are more socially conscious than previous generations. In fact, a study by Cone Communications found that 87% of millennials would be more likely to purchase a product from a company that supports social or environmental issues. This is not surprising, considering that millennials are the most diverse and socially conscious generation in history. They are also more likely to have a positive view of feminism than any other generation.

Hand holding a rainbow colored credit card
Profit From Pride


However, it's important to remember that just because a company claims to support women's rights or environmental causes, that doesn't necessarily mean they are actually doing anything to help. In many cases, companies engage in pink-washing as a way to distract from their own unethical practices. For example, fast fashion brands often use feminist rhetoric in their marketing, even though their business model relies on exploitation of female workers in developing countries. It can be extremely difficult to tell which brands are truly committed to social justice and which ones are just trying to capitalize on the latest trend.


That's why it's so important to do your research before you make any purchase, whether you're shopping for clothes, cosmetics, or anything else. Take the time to read about a company's business practices and see what other people are saying about them before you decide whether or not to support them with your hard-earned money. And if you're ever unsure, err on the side of caution and choose a different brand. There are plenty of sustainable and ethical businesses out there that would love your support.

Thankfully, we've done the research for you and personally vetted trust-worthy brands for you to shop from with a simple click. While you're browsing Amazon, askBeylnda pops up with a list of curated sustainable brands and WHY they are an eco-conscious choice so you can shop sustainably with ease.


Sustainable Shopping Made Simple


Do you think pink-washing is a problem? Have you ever been tricked by a company's greenwashing or pinkwashing tactics? Share your stories in the comments below!

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