Marketing Wisdom From Third Wave Feminism
Feminism has long been hard to define, but the twenty-first century third wave version seems more difficult still to pin down. Yet – and especially for organizations striving for relevance in working with or marketing to women, – it may be more important to understand this wave now. For one thing: It is a “movement” that transcends gender. That’s why a recent article in the Daily Kos by “fbgm27″ caught my eye.
To be clear: I am no expert on the topic, and very much realize the different life experiences of women and men from different generations, and how that might influence one’s perspective on it. That may be why this list of fifteen aspects of third wave feminism caught my eye. The writer, even without demonstrating his/her credibility in some way with academic or “intelligentsia” ties (as far as I know), still made the list seem worth mulling. The tone is not an “absolute” stand (as in: “this is the way it is”) but seems to posit ideas to start helpful and engaging conversations.
As the writer called it, the article is an: “incomplete list of my many thoughts, objections, and suggestions concerning the current state of feminism and where we should be headed. All of the following points could be expanded upon. They are listed in no particular order.”
A few of my favorite points (with my emphasis) from within that list:
- There must be a widespread understanding that feminism does apply to men. It is counterproductive and hypocritical to discuss gender equality while simultaneously creating a double standard towards males who share feminist values. (An interesting perspective on this via a man’s questions for a feminist comes from John DeVore. )
- Applying make-up, nail polish, shaving legs, and most other sexist, cosmetic double standards are NOT antitheses to being a feminist – the motivation behind the products are.
- Making sexist comments against men, in favor of women, is a directly un-feminist action.
- Reaching out to younger people is one of the most important actions that third-wave feminists need to accomplish. (The Undomestic Goddess has published a series of interviews with mainly millennial generation women and men that might open your eyes a bit to this reality.)
While feminism never really was only about women even in its earlier waves, that seems to have been a fairly common perception. But, during this phase, it is even more important to get some background. If you are marketing to women today, old-fashioned gender stereotypes about the “dreaded feminists” will truly backfire. Huge polarization of men vs. women is “out,” assumptions about bra burning or leg shaving is ridiculous (always was), and members of the younger generations will be very vocal about how your marketing doesn’t reflect any world THEY know (Current TV’s Sarah Haskins comes to mind).
I’m not saying that all is perfect between men and women now. I’m suggesting it might be a good time to accept that there is no easy answer but to study up on how the women in your market fit into this wave (or not). They might consider themselves feminists, but that could be VERY different from your mother’s feminism. And, today, there may well be a lot more men who consider themselves feminist or identify with the movement (whether they say so or not), and by making assumptions, you could potentially lose trust with them as well, Remember, too – parenthood tends to put most guys into a gender transcending role that changes their behavior in other ways. So, feminism can just creep up on you (in a good way)!
An awareness of third wave feminism is not for women’s studies majors only. Instead, it is a movement that may offer up the insights you need on how/why your consumers live and make decisions the way they do. There are lots of thought-provoking articles and books on the topic of third wave feminism – so take a minute or two to familiarize yourself.
Now, will that make you feel like a girl… or, like a very savvy marketer?
