‘Smart economics’ as gendered racial capitalism: a critique of corporate capitalism’s co-option of gender equity frameworks

This article highlights how ‘smart economics’ as a paradigm for gender equity reflects a continuum of the gendered and racialised history of capitalism’s appropriations of equity and social justice. By focusing on the example of one corporation, Unilever, and its co-option of social justice and equity discourse, the article aims to put into perspective the limits and ideological meanings of gender equity as ‘smart economics’ when understood as being on a continuum of gendered racial capitalism. Our aim is to highlight how a company with its roots in colonial commodity racism has not only segued into the contemporary global context by commodifying social justice issues but is actively utilising gender equity within its narrative of progress through ‘smart economics’. Rather than holding to account such corporate entities which have profited from colonialism and commodity racism, gender equity frameworks have enabled gendered racial capitalism as can be seen in Unilever’s corporate strategy.