Intellectual Consumption Hygiene

Sor Juana Inés de la Cruz was relentless in her critical thinking, refusing to accept claims without evidence and challenging authority through rigorous logic. Intellectual consumption hygiene extends this practice to our purchasing decisions. We must interrogate the narratives brands sell us: Is this truly sustainable or merely greenwashed? Does this company actually support causes it claims to, or is social justice merely marketing? Are sustainability claims third-party certified or self-reported? Ethical consumption requires developing intellectual skepticism toward corporate messaging. We live in an age of sophisticated marketing designed to exploit our values— 'conscious consumerism' can itself become a commodified image. Sor Juana's approach suggests we apply the same rigorous questioning to advertising that she applied to theology and philosophy. Read labels carefully, research certifications, cross-reference claims, and remain suspicious of easy answers. This intellectual practice transforms consumption from passive acceptance of narratives into active, evidence-based decision-making aligned with genuine justice rather than performative ethics.