Based on data from 1,622 online participants who answered questions about how they define feminism, the survey found that 32% of respondents weren't sure if they identify as feminists, or said it depends. Some 22% did not consider themselves to be feminists.
However, nearly two-thirds (61%) of all female respondents said they'd had their ideas overlooked. More than half (57%) said they were not paid equally to men for equal work, a disparity they expect to be rectified.
For brands aiming to connect with consumers concerned with issues of gender equality, nods to ‘feminism’ must recognise the diverse, evolving mindsets men and women have about empowerment and equality.
Beyond the one-size-fits-all label, today’s conscious buyers expect brands to ensure their support for gender equality is 360-degree, from working conditions to staff pay and brand imagery.
Read Women’s World for insight on how the “feminist” brand may be the hottest – or most controversial – marketing descriptor. The report explores how increasingly diverse representations of women are offering different role models for consumers, and how both men and women are working to shake off traditional gender stereotypes.