It was a familiar site yesterday on International Women’s Day, as military contractors and other giant corporations used the holiday to attempt to associate themselves with progressive causes and agendas. Weapons manufacturer Raytheon positioned itself as a feminist brand on Twitter. The United States Air Force – currently bombing seven countries simultaneously – announced that “On International Women’s Day, we celebrate the women that lead the defense of our nation throughout our service. An equal world is an enabled world,” sharing pictures of women in uniform. Meanwhile, the Israeli Defense Forces (IDF) created an “inspirational” video of its inclusive history, tweeting: “Here’s to their risk-taking, barrier-breaking, history-making. Here’s to their glass-ceiling-smashing, odds-defying, limits-pushing. Here’s to the women of the IDF.”
Perhaps the most noteworthy example of branding came from petrochemical multinational Shell, who, as a publicity stunt, announced it would rename its company “She’ll” in honor of equality. It released an ad featuring images of women of all races smiling, backed by uplifting music and generic, inspirational quotes, perhaps attempting to divert public anger away from the fact that it is one of only 100 corporations responsible for 71 percent of emissions that are on pace to make the planet unlivable for men and women in the not-so-distant future.’
Read more: Corporations and Military Powers Are Selling Phony “Wokeness” on International Women’s Day
