Critically examining advertising claims and corporate narratives rather than accepting them passively—applying skeptical thinking to consumption choices.
Sor Juana's intellectual legacy centered on questioning authority and demanding logical rigor. This translates directly to ethical consumption as critical resistance to manipulative marketing. Corporations deploy sophisticated psychological and rhetorical tactics to obscure harmful practices behind appealing narratives: 'greenwashing,' 'ethical branding,' and hollow corporate social responsibility claims. Sor Juana's method of rigorous questioning asks: Who benefits from this narrative? What evidence supports this claim? What are they hiding? Ethical consumers become intellectual skeptics, examining marketing language, spotting logical fallacies, and demanding proof rather than accepting corporate storytelling. This approach rejects the passivity that consumer culture cultivates. Instead, it treats consumption as an arena where critical thinking becomes activist practice. By questioning marketing authority, we reclaim the intellectual autonomy Sor Juana fought for, transforming ourselves from manipulated consumers into discerning participants in just economic exchange.
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