Paint brand renames pink shades to combat ‘old-fashioned gender stereotypes’
Names of colours ‘contain stereotypes about gender that restrict aspirations and opportunities,’ says feminist professor
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Your support makes all the difference.A paint brand is renaming its pink shades because the previous labels were based on "old-fashioned gender stereotypes".
Valspar, one of the biggest paint brands in the world, has revealed it will be changing the names of pink shades called Dollface, Sweet Angel, Girly Girl and Ladylike, among others.
The company hopes that the new names will be “empowering” and “gender-neutral”, with replacements including Woke Up Like This, Anything You Can Do, and Like a Boss.
Other shades that Valspar intends to rename are Shy Up, Dolled Up and Dainty Delight.
In order to create the new names, the company has sought the help of a feminist academic, Dr Jane Sunderland from Lancaster University.
Dr Sunderland said: ”Traditional ideas such as ‘pink is for girls’ often contain stereotypes about gender that restrict aspirations and opportunities.
“These stereotypes are out of place in the 21st century where gender equality is expected. The language we use matters. It not only reflects the world around us, it also helps us construct it.”
The professor continued to explain that how things are named plays an “important role” in building an equal society.
“The term Dollface suggests both an object and a possession, whereas Girly Girly implies someone who can’t really be taken seriously,” she added.
“This is a hugely positive move by a mainstream brand. Valspar is taking responsibility and driving change which is a step in the right direction.”
Valspar is encouraging social media users to vote on their favourite new names for some of its other shades, which they can do so by heading to the brand's Facebook and Instagram pages.
The new names will be revealed on Valspar's website in April 2020.
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