Intellectual Integrity in Marketing Claims

Sor Juana devoted her life to rigorous intellectual standards and exposing falsity masquerading as truth. She would recognize modern greenwashing—claims of sustainability without substance, 'ethical' labels hiding exploitation—as the same intellectual dishonesty she combated in religious dogma presented without reason. This concept applies her epistemological rigor to consumption: we must interrogate marketing claims with the same skepticism she applied to received wisdom. What evidence supports 'sustainable'? Who benefits from 'fair trade' labels? What is hidden behind 'natural' branding? Ethical consumption requires becoming a critical thinker about advertising itself, refusing the mental passivity that marketing encourages. We honor Sor Juana's legacy by insisting corporations meet intellectual standards of proof, not merely emotional appeals to our conscience.