Resistance to Commodification of Identity

Sor Juana fiercely protected her intellectual autonomy against institutions attempting to claim, control, or commercialize her work. Today, corporations commodify social justice, appropriating language of liberation to sell products, turning resistance into marketable identity. Ethical consumption requires vigilance against this appropriation. We must reject 'feminist' products made through exploitation, refuse 'sustainable' brands with greenwashed supply chains, and resist the framing that buying certain products proves our commitment to justice. This concept asks: Who profits when social movements become shopping categories? Whose liberation is actually advanced? Sor Juana would recognize the colonization of conscience through commerce. Ethical consumption means preserving the integrity of justice movements from corporate capture, understanding that genuine change requires structural transformation, not consumer choices within exploitative systems. Sometimes, ethical consumption means refusing to consume in ways that corporations have repackaged as activism, maintaining critical distance from the very markets where we shop.