In the team, we're feminists! Our values are openness, equality and freedom of expression. We see a lot of brands that carry these messages, but whose DNA is totally devoid of them. And there's a name for that!
What is feminism washing?
Feminism is a set of thoughts and actions, political, cultural and social movements that aim for equality between men and women, and the extension of women's role in society.
In recent years, however, some companies have seized on the growing feminist wave, following the example of greenwashing.
Feminism-washing, also known as "women washing", is when certain companies put forward a so-called feminist commitment, with the sole aim of making themselves look good or selling more. Indeed, in recent years, buyer opinion has increasingly taken into account the societal commitment of companies, so it's in their interest to look good. Unfortunately, this marketing ploy to portray a committed, feminist image is often no more than a showcase for a non-existent commitment to the movement and its values. It's easy to show off your feminist credentials with the help of advertising, publicity campaigns and T-shirt slogans. Yet many disparities between male and female employees persist internally, the pay gap for equal posts being just one example.
In any case, at Elia, our commitments are real and part of our DNA. We invite you to discover our commitment to the fight against endometriosisour eco-responsibility, our productionand all our articles on our blog and Instagram :)
