3 - A Brand New Justice

Summary

This chapter situates the emergence of marketised global justice in the 1990s. The period between the end of the Cold War and the beginning of the new millennium gave rise to new conceptions of branding as well as a new anti-impunity movement. To date, these phenomena have been treated as entirely separate, but this chapter suggests that the connection between them is key for understanding the marketisation of global justice – and the consolidation of the neoliberal order more broadly. In the 1990s, branding turned to branding lifestyle rather than branding products, and moved outside of the commercial space. At the same time, international law partly reimagined itself as the discipline of ‘new interventionism’, the discipline of the institutionalisation of an international economic order, and a new regime of individual criminal accountability. As these new conceptualisations of marketing and international law fused, they created an alliance in marketised global justice.