Pinkwashing. Noun. The practice of cynically plopping of a pastel shade, a string of lace, or a little glitter on absolute Grade-C bull$#!+, and using it to pry open the wallets of women.
Now I know what you’re all thinking. I’m too Deep ™ to enjoy a little fun flashiness or high-femme shenanigans, so I’m invested in raining on your parade, but I assure you this next truth bomb is coming from my heart, not my massive superiority complex.
“Girl Boss, Fempire, Boss Babe” and more are all empty ass phrases designed to separate us she-beasts from our money, our time, and our sanity as business owners.
I’m not against a bumper sticker or enamel pin here and there, don’t get me wrong. If you think for a second I wouldn’t own a shirt that says ‘Boss Bat’, and wear it to literally every business-type meetup under a blazer, you’re just mistaken.
BUT, I’m not here to rant about trinkets and tees this time. That’s the icing.
The moldy, thumbtack-filled cake we’re slicing up here is about the deeper issue of a toxic ‘hustle culture’ being marketed to women, and how insidious it can be for those of us who have to push back not just against the competition, but the idiotic stereotypes about our gender.
As difficult as it can be for even the straightest, whitest of men to start a business without also being rich, the fact that women still need to prove ourselves in a man’s world is an added hardship.
And now that people have realized there’s money to be made exploiting the railing against that hardship, the same dangerous crap being marketed to business owners has now taken on the mask of feminine solidarity.
‘Babes, it’s SUPPOSED to be this hard, stay up the extra 48 hrs and slap on a sheet mask, you’re building your fempire’.
‘Hey, chica, you can’t let the boys see you slip! Get that mani-pedi while you reschedule your pap smear around your conference calls for the 15th time!’
‘Sis, the only source of light you’ve seen in the last month being your computer screen reduced your fine lines and wrinkles! You GLOW girl!’
This is a gaping, gangrenous wound, and a cute lil hashtag-bandaid isn’t going to help matters.
We are literally breaking, bankrupting and KILLING OURSELVES for this ideal.
Know why selling Scentsy is so difficult? It’s not because you’re on your ‘lady-grind’, it’s because it’s a damn pyramid scheme, and you’re not supposed to do well at it.
It’s girl power to study by the lights in your car so you can pay for that “empowering (prerecorded) womens’ webinar’ in the first place right? Dude…no.
I recognize that it’s important to make a big deal out of hardworking, successful women, because we’re still, some-crazy-how, not expected to be successes in the first place. It’s not just tempting to stand tall with your feet on the bloody backs of whatever you’ve conquered and scream ‘The best revenge is my paper and your DOOOOOOOOOOOOOOOOM’, it’s necessary.
We’ve not only got the onus on us to make it happen against the odds as A: An entrepreneur, B: A woman, and C: Any other marginalization “points” you might have, there’s the added responsibility of not being allowed to be quiet about how well we’re doing.
Dangit, someone has to pass the torch. Someone has to be the name little girls pick when they’re asked to name a recent example of a “small-brained femoid” kicking entrepreneurial ass. Someone has to support other gals on their come-up, and take the publication photos, and give the Big Sisters – Little Sisters benefit banquet keynote speech, right?
That’s all very true! The spotlight can’t be abdicated frivolously, though I maintain that we’re ALL due for a vacation.
But we women have to also recognize the difference between being catered to and being sold to.
Having the same fast-fashion, peely-print t-shirt as a whole half the planet sucks anyway.