What is gender washing?

Gender washing is when an organisation uses marketing and communications to present itself as a champion of gender equality. But its actual practices, policies, or products fail to support — or even harm — women, girls, and gender-diverse people.

What is gender washing? 

Gender washing is when a brand or organisation seems to be progressive or feminist. But the reality is very different. Their policies, practices, and procedures do not support gender equality.
 

What is the difference between gender washing and pink washing? 

Gender washing and pink washing are similar. They are both forms of deceptive marketing and virtue signalling. Companies, institutions, or even governments appear committed to gender equality or LGBTQ+ rights. But their products, policies, or practices lead to inequality. 

The difference between gender washing and pink washing is what they target. Gender washing targets women and girls’ rights, feminism, and gender equality. Pink washing refers to LGBTQ+ issues.

Examples of gender washing

Below are some examples of gender washing. 

Hypocritical marketing. International Women’s Day is an example of when gender washing often occurs. Many companies will post on social media, supporting International Women’s Day. In reality, they have policies or practices that do not support women. For example, they have a gender pay gap or they don’t have family-friendly, flexible work policies. 

Selective disclosure. This is when companies only talk about the positive improvements. But they leave out contradictory information. For example, putting out a press release and social media about hiring a woman to a c-suite role. But they leave out that women only hold a tiny percentage of c-suite roles in their organisation. 

Sports sponsorship. A sports brand may promote female athletes on their social media campaigns and in advertising. This gives the perception of championing female athletes. But their sponsorship deals are way below what male athletes receive. 

Selective neutrality. For example, a children’s brand may launch a new line of toys or clothing that they claim to be gender neutral. But their core range of items still separates boys and girls. This separation often assigns beauty and homemaking to girls. Meanwhile, boys are allowed to enjoy adventure, science, and technology. 

In recent years, the rollback of rights for women and girls has also highlighted gender washing. Before, some companies may have looked progressive. But many of them are now steering away from gender equality initiatives. This is because they now see it as no longer relevant or important for their reputation.

Where does gender washing occur? 

Gender washing can occur in any sector. This is because organisations or people want to appear progressive without making changes. 

It happens in: 

• business 
• advertising and media 
• politics and governments 
• ports and entertainment 
• global supply chains

Why do companies and organisations gender-wash? 

Companies engage in gender washing mainly to improve their public image. This helps to attract customers and increase profits. Meanwhile, the company avoids committing to real change. 

Some companies act as champions of feminism. They come across as socially responsible. This makes them appealing to progressive consumers. They may also be praised in the media. 

Gender washing can also help companies distract from internal issues. Such as gender pay gaps, harassment, or lack of diversity in leadership. It makes their brand seem ethical while business practices remain unequal.

What impact does gender washing have? 

Gender washing can have serious negative impacts. It creates the illusion of progress on gender equality. But real systemic issues remain unaddressed. This can be misleading. People may support something that does not genuinely promote women and girls’ rights. Gender washing can also help companies make money without real change. And it can reduce accountability for fair practices.
 

What is the impact of gender washing on girls? 

Gender washing can have a particularly harmful impact on girls. It misleads about equality and empowerment. On the outside, some companies appear to support women. But in reality, they have unfair practices within the organisation. For example, some fast fashion brands position themselves as champions of gender equality. But they may still be using child labour in their supply chain. Child labour directly harms girls, as it risks their physical and mental health. It can also disrupt their childhood and education. 

Girls may believe that opportunities, rights, or treatment are fairer than they are. This can lead to frustration and disillusionment. They may feel powerless when they enter the workplace. They may also encounter barriers. Like gender bias, harassment, or limited access to leadership. 

It can also distort role models and aspirations. For example, adverts or campaigns may promote ‘girl power’ or ‘girl boss’. But girls then fail to see women in real positions of power and authority. This can undermine their confidence. It can also dampen their ambition.

How to spot gender washing

There is a good way to spot gender washing. Consider an organisation’s public claims about gender equality. Then compare them with its actual practices. 

For example, pay attention to International Women's Day. Some businesses take part by celebrating women in their organisation. But consider the data on how many women in their company are in senior roles. Also, look at their gender pay gap to see if it aligns with their equality messaging. 

Think about advertising campaigns with strong feminist messaging. Then, look at the company's labour practices. Do they have a menopause policy or family-friendly policies? What are the working conditions like for people, especially women and girls, in their supply chain? 

Gender washing often becomes clear when a company talks about empowerment more than it acts on it.

Moving beyond performative allyship

Moving beyond performative allyship is vital. It requires shifting from symbolic gestures to meaningful, sustained actions. It should support marginalised groups. Especially women and gender-diverse people. Here are some of the ways people and companies can be allies: 

Listen and learn. Try to learn about the lived experiences of girls, women and marginalised communities. Don't assume what they need. Amplify their voices instead of speaking over them or for them. 

Take concrete action. Implement policies that address systemic inequalities. Like pay equity, safe workplaces, access to leadership roles, flexible work arrangements, and accountability measures. 

Measure real impact, not brand reputation. Focus on outcomes rather than appearances. Track changes in representation, promotion rates, pay gaps, and workplace culture. Instead of relying on slogans, campaigns, or social media posts. 

Invest in education and training. Offer meaningful training or discussions. These can cover gender equality, consent, diversity, and inclusivity. They should lead to long-term cultural change. 

Hold yourself and others to account. Avoid tokenism or superficial gestures. Be willing to acknowledge failures and accept criticism. Commit to continuous improvement. 

Support broader movements. You can contribute to organisations, legislation, and initiatives. These should advance gender equality beyond the company or individual level.

Support Plan UK in tackling inequality 

You can support Plan International UK in tackling inequality by: 

• making a donation 
• sponsoring a girl 
• campaigning with us to build a fairer world for girls

FAQs  

Is gender washing illegal?

Gender washing is generally not illegal. Companies are allowed to promote messages of girls and women’s empowerment or gender equality. But it can become problematic from a legal perspective if the claims are false or misleading. For example, a company may advertise a product as “women-owned” when it is not. This might break consumer protection or false advertising laws 

Most of the time, gender washing is an ethical and reputational issue rather than a legal one. There are usually no formal legal penalties. Instead, they deal with public backlash, cancel culture, boycotts, or criticism from activists.
 

Does hiring more women prevent gender washing? 

Hiring more women does not prevent gender washing. Boosting female representation in a company is a good move for equality. But gender washing promotes a certain image of a company, without reflecting what actually happens inside. A company can hire women in visible or high-profile roles. But they may still engage in unfair practices. Like exploiting workers, low pay, or limiting women’s decision-making power. 

What matters is meaningful, systemic change. And that means: 

• fair pay 
• leadership opportunities 
• supportive policies 
• safe workplaces 
• genuine respect for women’s voices