One-Fifth of Americans Believe Feminism is Negative for Society. What can Brands do to Reduce Polarization in Society?

One-Fifth of Americans Believe Feminism is Negative for Society. What can Brands do to Reduce Polarization in Society?

Feminism remains a contentious issue in America, with those who identify as feminists outnumbered by those who expressly do not.  Over a third (38%) of US consumers disagree with the statement “I consider myself a feminist,” highlighting polarizing tensions with the 28% who do. While in the UK, over a third of consumers agree with the statement, “I consider myself a feminist,” compared with 29% of Brits who disagree with the statement.

We don’t have to look far to see this polarization: November’s 2023 US 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, and 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? At Foresight Factory, we’ve unearthed new insights into 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?

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.

Proud Feminists vs Anti-Feminists

Our 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.

But anti-feminists 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. Just over half (51%) of proud feminists disagree that increased rights for transgender people harm women’s rights, and just 33% agree.

How Should Brands Respond?

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.

Brands should consider the following:

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).