Pushback against ‘Social Washing’
by Campbell Campbell-Jack, A Grain of Sand:
The giant US retailer Target is the latest company to suffer a public backlash after attempting to cash in on the woke trend.
It released a new line of clothing to celebrate Pride month, formerly known as June, which includes female swimwear featuring ‘tuck-friendly construction’ and ‘extra crotch’ coverage, intended to disguise male genitalia, and has introduced children’s books instructing them about the use of transgender pronouns.
The result has been a catastrophic drop in the firm’s share price, with Twitter CEO Elon Musk warning that Target is likely to face lawsuits for ‘destruction of shareholder value’.
‘Social washing’ is on the rise in corporate boardrooms. This is when companies try to appear supportive of the social justice movement in supposedly protecting the environment, promoting labour and human rights, gender equality, modern day slavery, transgenderism and whatever is SJW flavour of the day. Social washing is especially on parade during Pride month when banks, supermarkets, the BBC, NHS and the Big Issue amongst a host of others flaunt their queer credentials.
The drive by companies to appear supportive of the social justice movement in protecting the environment, promoting labour and human rights, gender equality, transgenderism and whatever else is SJW flavour of the day has been called ‘social washing’.
In the USA every Fortune 100 company has adopted so-called Diversity Equality and Inclusion (DEI) programmes. In today’s radically secularized culture even Chick-fil-A the Christian fast food company which closes on a Sunday and causes left-wing activists and politicians to go apoplectic with rage, has caught up with the trend.
People should not be excluded from employment simply because of their sex, age, religion or colour. It has been shown that diversity in the boardroom and the workforce means greater profits. However, such DEI initiatives are often used to further critical race theory, gender ideology and other woke issues. Whatever ideology companies choose to impose on their employees is entirely their own affair, as long as it is legal. It becomes problematical for the rest of us when they begin to meet the demands of identitarian social revolutionaries by promoting ideological conformity through their products or outlets.
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