News Highlights:
- Over a third (38%) of US consumers disagree with the statement "I consider myself a feminist," highlighting polarizing tensions with the 28% who do
- 38% of US consumers say they consider feminism positive for society, while one-fifth (19%) say they believe feminism is negative for society - in contrast to the UK, where 48% say feminism is positive for society
- Millennials are the most likely generation to self-identify as feminists, while 26% of anti-feminists are men aged 16-34
- Three-quarters of proud feminists agree that increased rights for LGBTQ+ people and transgender people are positive for society
- 59% of anti-feminists believe that increased rights for transgender people harm women's rights
- Brands have a role to play in reducing polarization, says Foresight Factory CEO
New data from consumer predictions consultancy Foresight Factory, highlights the tensions surrounding the concept of Feminism in America today.
November's elections demonstrated that women's reproductive rights remain a key political battleground in the United States. By making abortion access a central issue of his campaign, Kentucky Governor Andy Beshear cruised to re-election, while Ohio voters backed an amendment to the state's constitution that will guarantee abortion rights.
But where does the American population as a whole stand on feminism as a driver for women's rights? Foresight Factory's data presents a picture of feminism today, including those who are passionate about supporting it and those who are fervently against it - and how brands should navigate the issue.
Who Are Today's Feminists?
Feminism remains a contentious issue in America, with those who identify as feminists outnumbered by those who expressly do not - in a reversal of what is happening in the UK, for example. While in the UK over a third of consumers agree with the statement, "I consider myself a feminist," only around a quarter of Americans (28%) agree - and while 29% of Brits disagree with the statement, a far greater proportion of Americans (38%) disagree.
US millennials are the most likely generation to self-identify as feminists: 39% do, compared with 21% of Gen X and 20% of Boomers. Women are also far more likely than men to consider themselves feminist (36% vs. 20%).
Although fewer US consumers consider themselves a feminist than those who do not, agreement is stronger among those who consider feminism a positive for society overall: 38% of US consumers feel feminism is positive, while only 19% see it as a negative. However, a far greater proportion of UK consumers (48%) than in the US say that feminism is positive for society, and almost half (43%) of Americans say they are neutral on the issue.
Millennials are polarized about the impact of feminism on society; they are the generation with both the largest group thinking it's positive (42%) and negative (27%). Interestingly, Boomers are the generation least likely to view it as negative, with just 16% believing that, followed closely by Gen X (18%).
Proud Feminists vs Anti-Feminists
Foresight Factory's data shows that one-third of all US consumers are passionately for or against feminism. 20% of these consumers fall into the proud feminist category, and 13% are in the anti-feminist group. Proud feminists are more likely to be female than male - 67% compared to 33% - while the reverse is true for anti-feminists, as 64% in that group are male, with 36% female.
Despite the common theory that feminism is more popular among youth, the data reveals a more nuanced picture. Indeed, the strongest group of proud feminists are women 16-34, with 30% of proud feminists falling into this age range. However, the second strongest group jumps to an older age range, with 23% of proud feminists made up of women 55+.
The strongest group on the other side of the aisle is also made up of younger consumers: 26% of anti-feminists are men aged 16-34. While younger consumers on both sides of the issue are more passionate than older groups, consumers aged 55+ are also divided on feminism and its current place in society.
Feminism, Identity and LGBTQ+ Rights
Consumers' position on feminism greatly impacts their view on LGTBQ+ and transgender rights. Approximately three-quarters of proud feminists agree that increased rights for LGBTQ+ people and transgender people are positive for society, in contrast to just 18% and 10% of anti-feminists, respectively.
One issue proud feminists and anti-feminists agree on is the importance of gender to their sense of personal identity. Although they have differing views on the actual definition of gender, two-thirds of each group agree their gender is important to their identity.
However, proud feminists are generally more flexible in their definition of "woman" than anti-feminists. While 36% of proud feminists say that only people assigned female at birth can call themselves a woman, the vast majority of anti-feminists (86%) think this is the case.
Anti-feminists also have less progressive views on transgender rights: 59% think that increased rights for transgender people harm women's rights, while just 23% disagree with this statement. Proud feminists' flexible perspective on womanhood supports the reverse outlook: 51% disagree that increased rights for transgender people harm women's rights and just 33% agree.
How Should Brands Respond?
Meabh Quoirin, CEO and Co-Owner at Foresight Factory, says: "Companies can't afford to be apathetic in today's society but first and foremost should reflect their culture and employee values and views outwardly. If they're genuinely committed to Diversity and Inclusion and empowering women, there is no reason for them to shy away from their commitment to equality publicly and sharing strong brand stories. This gives other women a platform for confidence and arguably, over time, removes the need to draw such polarizing terms as feminism and anti-feminism."
Foresight Factory recommends brands take the following approaches:
Be considerate when it comes to who you target with politically-charged messaging
Proud feminists are more likely to consider their politics significant to their sense of identity, including LGBTQ+ and transgender rights, which proud feminists see as a positive for society. Messaging around these topics may alienate consumers who are not feminist.
Employ inclusive language that is respectful of all perspectives
Using inclusive language can help you reach proud feminists, anti-feminists, and those who fall along the spectrum.
Help disparate groups find common ground
Help both sides communicate by supporting open dialogue and promoting empathy, while warding off aggression and misinformation.
Help consumers better understand the real meaning of feminism
Campaigns that educate (but don't patronize) could help consumers of all viewpoints understand that the true purpose of feminism is about having equal footing.
Lean into gender identity without being exclusionary
Strictly or flexibly defining gender can alienate one or either group, so leaving that up to their own interpretation can help appeal to both.
Position your brand as a champion of feminists
If your brand's values align with those of proud feminists, tailor your branding accordingly to resonate with this group. Lean into the identity characteristics that proud feminists identify with and support the societal issues they view as positive (or fight against the issues they view as negative).
