Preprint Short Note Version 1 Preserved in Portico This version is not peer-reviewed

Purplewashing and Gender Parity: Break the Bias

Version 1 : Received: 8 March 2022 / Approved: 10 March 2022 / Online: 10 March 2022 (02:14:45 CET)

How to cite: Martinez-Fierro, M.L.; Garza-Veloz, I. Purplewashing and Gender Parity: Break the Bias. Preprints 2022, 2022030134. Martinez-Fierro, M.L.; Garza-Veloz, I. Purplewashing and Gender Parity: Break the Bias. Preprints 2022, 2022030134.


Gender parity, is an important standard to be achieved by a society in which men and women are treated equally. The distinctions in the treatment may arise from psychology, biology, or cultural norms constructed by society. Studies show the different experiences of genders across many areas including health, education, personality, life expectancy, sports, interests, political empowerment, and careers. However, we are still far from reaching the objective, because there are conducts such as gender discrimination and expressions such as the purplewashing. In relation to feminism, purplewashing is used to define a diversity of marketing and political strategies intended at promoting people, companies, associations, and other organizations through an appeal to gender equality: they use only some of the feminist values at their convenience and in its actions, they are not really supportive of gender equality. In this opinion we aimed to address some of the reasons for inequality of opportunities based on gender; purplewashing is described as an expression that takes away the visibility of women's struggle. Additionally, we touch on some actions that promote gender equality in the family, educational, and work environments. Global leaders have an unprecedented opportunity to build gender-sensitive societies and economies. The challenges facing women today are essentially the same as they were a long time ago. It is time to break the bias.


Purplewashing; gender equality; quality of life for women; International Women's Day


Social Sciences, Gender and Sexuality Studies

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