The Identity Politics of What We Buy

Sor Juana's life was marked by negotiating multiple, sometimes contradictory identities: scholar and nun, woman and intellectual, Mexican and colonized subject. She understood that identity is constructed through countless daily choices and negotiations. Similarly, what we consume is never simply functional—it constructs identity. Ethical consumption requires honesty about this. We cannot claim to value justice while supporting brands built on exploitation. We cannot claim to care about the environment while making convenience purchases without examination. Sor Juana models the discomfort of holding contradictions and the integrity of naming them honestly rather than ignoring them. Ethical consumption asks: Who are you claiming to be through these purchases? Are your consumption choices aligned with your stated values? This is identity work, not virtue signaling.