The term alludes to a marketing practice, far from genuine, of espousing a feminist cause in the promotion of a product or service with the aim of gaining consumer interest.
It was the Breast Cancer Association, in the figure of one of its historical members, Barbara Brenner, who coined the term Pinkwashing to expose the advertising campaigns and marketing actions of some brands.
Brenner herself also devised a campaign in 2002 by the name of ‘Think Before You Pink’ to get consumers to approach such marketing operations in a more critical and conscious way
