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Femwashing is when companies use marketing to capitalize [women's rights] and equality. Similar to greenwashing, where an [organization] presents an image of heighten [environmental] awareness, or pinkwashing, where companies present themselves to be LGBT friendly or progressive, femwashing uses messaging of women's rights for capitalistic gains. It sells “freedom” and “equality” as capitalistic forms of liberation, and at its core, it is profiting off the patriarchy.
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