No. 5,429 in Swedish
femwashing
"Femwashing" is a marketing tactic where companies falsely promote themselves as feminist or supportive of gender equality to improve their image or sell products.
In a sentence
Företaget anklagas för femwashing efter deras senaste reklamkampanj.
The company is accused of femwashing after their latest marketing campaign.
In this sentence, 'femwashing' refers to the act of a company presenting itself as supportive of gender equality to improve its image, often without substantive actions to back this claim.
Aktivister lyfter fram exempel på femwashing inom modeindustrin.
Activists highlight examples of femwashing within the fashion industry.
Here, 'femwashing' is used to discuss superficial gender-equity claims made within a particular industry, showcasing criticism on such actions.
Femwashing kan minska trovärdigheten hos företag som verkligen arbetar för jämställdhet.
Femwashing can reduce the credibility of companies that genuinely work for equality.
Here, 'femwashing' emphasizes the contrast between superficial efforts and genuine action toward gender equality.
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