The Gender Fix: Outsourcing Feminism and the Gender Politics of Supply Chains

Decades of feminist research has revealed the dismal labor conditions for women in global supply chains. Given this reality, why does Walmart use women in its supply chain as icons of female empowerment? Combining the Marxist notion of a “spatial fix” with a feminist analysis of symbolic resources,...

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Bibliographic Details
Published in:Gender & society 2023-02, Vol.37 (1), p.65-90
Main Authors: Otis, Eileen, Petrucci, Larissa L.
Format: Article
Language:English
Subjects:
Empowerment
Factories
Femininity
Feminism
Feminist theory
Gender
Middle class
Outsourcing
Owners
Positioning
Strategies
Supply
Supply chains
Symbolism
Symbols
Women
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Summary:Decades of feminist research has revealed the dismal labor conditions for women in global supply chains. Given this reality, why does Walmart use women in its supply chain as icons of female empowerment? Combining the Marxist notion of a “spatial fix” with a feminist analysis of symbolic resources, we develop the concept of a “gender fix” to understand a growing field of corporate programs that use women as symbolic resources to restore the image of firms as ethical actors. The gender fix encompasses a wide range of corporate empowerment strategies to capture a broad pattern of action. A second term is necessary to situate Walmart’s particular empowerment strategy within its corporate positioning as leader of a vast supply chain network. We identify Walmart’s particular empowerment strategy as “outsourcing feminism.” Walmart’s use of the outsourcing feminism strategy stems from its commanding position in supply chains, which allows it to extract a symbolic surplus from women business owners from whom it sources products. When Walmart argues that it uplifts these women, its strategy targets the consumer end of the supply chain, emphasizing sourcing practices that promote a racially diverse, selfless, and middle-class femininity. In so doing, Walmart deflects attention from the treatment of women in other segments of its supply chain (e.g., its stores and factories).
ISSN:0891-2432
1552-3977
DOI:10.1177/08912432221137914