Feminism for Sale: Uncovering Purplewashing and Femvertising

• This article unpacks how purplewashing and femvertising dilute feminist values for marketing gain.
• Feminism should never be reduced to a sales tactic as it undermines the movement’s urgency.
• Spotting purplewashing means staying critical; consumers must look beyond slogans.
• Brands that truly support women must commit to equity in policy, leadership, and workplace culture.

You see an advertisement on Instagram. It’s a woman in a pastel pink power suit who stands confidently. The caption says Empowered Women Empower Women. Then, you glance at the brand. It’s another multinational behemoth that sells clothing, accessories, and makeup. However, does this business actually do what it claims to do, or is this just another instance of femvertising and purplewashing?

What is Purplewashing?

Purplewashing is when companies co-opt the language and imagery of feminism. It’s often with a heavy dose of purple, a color historically associated with women’s rights. It’s used to boost their brand image without making real strides toward gender equity. A performative feminism, wrapped in pretty packaging, but hollow at the core.

This is a recent term after “whitewashing” and plays off “greenwashing” to highlight how social justice movements are being commodified. A marketing tactic. A feel-good slogan on a tote bag doesn’t mean anything if the same company pays its employees less.

What is Femvertising?

Femvertising is short for feminist advertising. It uses marketing to claim to empower women or advocate for equality. Examples are campaigns that celebrate diverse body types or the trend “women in male fields.” The first trend was Dove’s “Real Beauty,” which showed a model transforming from a real person to a billboard beauty. The company achieved billions of dollars in sales because of that.

But too often, it becomes a buzzword strategy. It uses feminism as just a branding tool. The problem here is the message sells empowerment while the company culture does the opposite. They promoted their products using feminist messaging, yet reinforced unrealistic beauty standards or conventional gender roles.

Feminism Can’t Be a Brand Strategy

It’s easy to say the right thing in public. It’s harder to do it in private. A truly feminist workplace is not one that just “celebrates women.” It’s one that protects them. It builds systems where they can thrive.

Here’s what they look like:

• Equitable parental leave for all.
• Clear protocols for harassment complaints.
• Promotion pipelines for women.
• Fair pay.
• Mental health support and flexible working options.

Brands that do it right don’t stop at catchy slogans. They follow through. That means investing in mentorship programs. They create safe and inclusive workplaces. They make sure women are heard and respected.

Your campaign celebrates how strong women are, but that’s not enough. If you silence them when they speak up, that’s a problem. You’re not empowering anyone. All you’re doing is using feminism as a promotional tool. You are contributing to the same systems that hold women back.

How Consumers Can Push Back

Consumers are paying attention. We see through the slogans. We check Glassdoor. We talk.

1. Ask questions. Does this brand’s feminist campaign align with its workplace policies?
2. Look deeper. Are they open about pay gaps, diversity in leadership, or how they handle harassment?
3. Support women-owned and community-led businesses that genuinely do the work.
4. Use your voice to call out brands that only pretend to care.
5. Back companies that have shown they truly support gender equity.

How to Spot Femvertising and Purplewashing in Marketing

Not all “empowering” ads are created with the same motive. Some genuinely aim to challenge stereotypes and shift norms. Others just want to sell you soap using a Maya Angelou quote.

How do you tell the difference? Here are a few red flags to keep an eye on.

1. Slogans Over Substance

If a brand leans heavily on girlboss quotes, #Empowerment, or flashy Women’s Month merch. But when you stalk their page or website, they never mention workplace equity, pay transparency, or actual women-led initiatives.

2. No Receipts

They talk about women’s empowerment, but don’t show data? Do they share the percentage of women (and women of color) in leadership positions? No receipts usually mean no real effort.

3. All Talk During March, Silence the Rest of the Year

A company goes all out for International Women’s Day, but is completely silent on women’s issues the other 11 months. This is a sign their feminism is seasonal, especially during times of crisis.

4. Using Diversity As Decoration

Are black, indigenous, and people of color women, disabled, or trans women only visible in marketing materials? If they’re absent from senior roles or internal decision-making spaces, that’s tokenism.

5. Avoidance of Systemic Issues

Real feminist work gets uncomfortable. Brands might avoid words like “harassment” or “maternity leave.” In that case, they favor vague feel-good terms like “empowerment” or “confidence,” which may be glossing over the real issues.

How Companies Can Avoid Femvertising and Purplewashing

At its best, advertising can reflect our values and amplify movements for change. But that only happens when companies commit to actual equity.

A brand that genuinely cares about supporting women avoids being part of the problem.

1. Start With Policy

Before launching any women-centered campaign, ask: What do we offer women in our organization? Maternity leave? Flexible work? Protection against retaliation? Start inside, then go public.

2. Let the Women Lead the Conversation

Consult your women employees, especially those from marginalized backgrounds, while shaping your campaigns. Better yet, give them the power to lead. Representation should be internal, too.

3. Be Transparent

Publish your gender and race equity reports. Share your wins and your gaps. Brands shouldn’t be perfect, just honest.

4. Commit to Year-Round Work

Support for women shouldn’t peak during Women’s Month. Form enduring alliances with feminist groups. Invest in programs that promote mentoring, mental health, and leadership development.

5. Enable Empowerment

The goal isn’t to take over the message of feminism. It’s to help build a world where women don’t have to fight so hard to feel safe, respected, and seen. Let your actions speak.

Femvertising and purplewashing might look empowering at first. But if there’s no real change behind the scenes, it’s just for show. Some brands use feminist words to sell products. But they don’t always support real equality. When that happens, they turn a strong movement into just another ad trick.

Feminism is not just a catchphrase. It’s about presenting yourself each day with consideration, integrity, and equity. Businesses should make workplaces safer. Better regulations should be made, and women should be given more visibility and voice.