Your Women’s Market and Their Take On Feminism
One reason marketers should pay attention to the many feminist discussions taking place on- and offline these days (including one of my own) is that it reflects the way women see themselves – and may well influence how they expect you to see them. Barring in-depth research around this particular question in your consumer research, there are a wealth of resources that may be very helpful for anyone trying to understand women a bit better.
So many have come up on my radar lately, in fact, that I thought it would be worth sharing two with you:
1) Naomi Wolf’s recent Washington Post article, Who Won Feminism?, is first and foremost a review of the recently published book on the life of Cosmopolitan magazine’s founder, Helen Gurley Brown. But, there’s a bit more to it. As Wolf points out: “when it comes to women’s rights, Americans have clearly matured.” If Betty Friedan’s second wave feminist movement “tended toward humorlessness” and “often saw men and women in opposition,” third wave feminism has reinvigorated a more 60s-era/Brown-style view – in that it is pluralistic, pro-sex and tolerant of other women’s choices, for instance. As Wolf sees it now, we (society) should strive to find a way between the merely personal and the mostly political – a synthesis of Brown and Friedan. She suggests Michelle Obama’s generation (which is also mine) is getting closer to it.
2) On the feminism topic, as well, a friend recently prompted me to re-visit good old West Wing dialogue. In this piece, Ainsley Hayes takes issue with the expectation that she should be offended by Sam (the Rob Lowe character) saying she looks good in her dress. Here’s a clip:
“If I felt demeaned I’d be one of the very first people to know it,” she tells him dismissing the subject. But neither Sam nor Celia will let it go.
“I’m surprised,” Celia later tells Ainsley, “you’re willing to let your sexuality diminish your power.”
“. . .I think you think I’m made out of candy glass. . . .” Ainsley argues back. “If someone says something that offends you, tell them, but all women don’t have to think alike. . . . I like when the guys tease me. It’s an inadvertent show of respect; I’m part of the team, and I don’t mind it when it gets sexual. And you know what, I like sex. . . . I don’t think whatever sexuality I have diminishes my power. I think it enhances it.”
“And what kind of feminism do you call that?” Celia asks.
“My kind.”
I have definitely seen a generational difference in how women feel about their own feminism, but mainly we all seem to want to believe we have a very individualized take, with a balance of second and third wave. This makes it tough for marketers who may need to be extra careful when things like language/word choice come up (is “ladies” an acceptable word when discussing or speaking to a group of modern women?), or if they somehow find themselves assuming that feminism equals hard-driving and man-hating-ness (which it rarely does, and which many a Gen Y women will find extremely irrelevant.)
As with anything involving or influencing women, marketers should study up and not make assumptions. The topic of feminism can be polarizing, or, it can inspire fascinating discussion and LEARNING between generations and sexes. Embrace and reference the latter perspective, and your women’s market will know your brand is not afraid of their evolving ways. R-E-S-P-E-C-T goes both ways.
