How ‘woke’ marketing lets fast fashion brands get away with environmental and labour abuses
Fast fashion brands have increasingly been using "woke" marketing that targets women by promoting messages of feminism and environmentalism but, in reality, this often serves as greenwashing to obscure their harmful practices. These brands exploit gender stereotypes, positioning women as natural nurturers and caretakers and encouraging them to engage in "ethical" consumption as a way to make a positive impact. Instead of promoting sustainable behavior, such as reducing overall consumption, brands like H&M and Shein frame purchasing more products as a solution to environmental issues. This tactic of greenwashing is widespread across industries and seeks to shift the burden of environmental responsibility onto women while concealing the continued exploitation of female garment workers and the industry's contribution to environmental degradation. By using these greenwashing techniques, brands manipulate women into believing their consumption choices alone can drive change, diverting attention from systemic issues such as overproduction, waste, and labor abuses.