: An influencer named Brooke Scheurn posted a video last year promoting ExxonMobil’s fuel rewards program. Scheurn, visibly pregnant, is seen taking her son to the park, getting an ultrasound, and getting gas while using ExxonMobil’s rewards program, all set to David Bowie’s “Fashion.” Comments on the post are mostly along the lines of “Getting it all done mama!💪🏼” and “productive mama😍”.
While I’m sure there are plenty of male influencers paid by these companies too, I can’t help but think this use of female stereotypes is intentional, and the whole point of such campaigns. Target women: Men love pretty women! Women love mommy bloggers! Everyone loves a grandma! Including a queer woman and a Filipina only enhances these companies’ intent to reach a younger, more inclusive generation.
A 2022 study from Harvard found that these companies have used specific imagery “to strengthen firms’ messages of greenwashing and misdirection,”the Brussels-based Euronews. “Numerous posts featured/depicted female, non-binary and non-Caucasian presenting people, as well as young people, experts, sportspeople, celebrities, and nature.
“The report details how female-presenting people, in particular, have been used by these companies to target sales at that demographic and leverage social associations between ‘greenness’ and femininity.” There has been some pushback. One commenter on Lizzy’s post wrote: “WHERE ARE LIzzies [sic] VALIES? [sic] She may be talented but has she sold herself out to the oil companies?”of the environmental movement, even showing in studies to care more about climate change than men.revealed that 59 percent of women surveyed said climate change is a significant problem, compared to 49 percent of men.
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