Purplewashing

It involves selectively promoting certain aspects of feminism or LGBTQ+ rights to improve a company's or organization's image, while often neglecting or undermining these same issues in other contexts.

[1] In the context of feminism, it is used to describe a variety of political and marketing strategies aimed at promoting countries, people, companies and other organizations through an appeal to gender equality.

[2][3] This marketing tactic has also been called "Femvertising", which was most discussed in Gillette Razor's #MeToo commercial aimed towards toxic masculinity.

[7][8] One of the most well known examples today is the Dove Campaign for Real Beauty (2004), which aimed to help young women and children gain confidence.

Ads on social media apps provide a means for brands to bolster products and will strategize the marketable content that the users interacts with.

The report of Centre Delas d’Estudis per la Pau analyzes the women in the Armed Force and how they are far from actually reaching the feminist milestone for equality in the areas of power.

Through certain strategies, the Army has purple washed and therefore instrumentalized women in order to create a false reality of equality and modernity in the Armed Forces.

When it comes to pride events or awareness campaigns, companies may promote LGBTQ+ inclusivity by showcasing bisexuality as part of their broader representation of the queer community.