Rebranding Feminism

How we can tackle the negative image of feminism among many women? How can we re-brand feminism to make it more attractive to a new generation? These were some of the issues being discussed at a meeting entitled Rebranding Feminism held at the ICA in November. Catherine Redfern reports from the event.

, 16 December 2001

How we can tackle the negative image of feminism among many women? How can we

re-brand feminism to make it more attractive to a new generation? Does feminism

deserve its media stereotype? Does feminism need to change or just change the

way it communicates itself? Do we need a brand – or can we just have cutomised

versions of feminism, to suit different situation? Is feminism now so mainstream

it’s often invisible? And if young women are no longer marching, what form does

their activism take?

These were some of the questions being addressed by a meeting held at the

ICA in London on 30th November. The event was hosted by the Fawcett Society,

one of the leading bodies campaigning for women’s rights in the UK. I went

along and here’s my report on what happened.

I’d never been to the ICA before, but it’s the kind of place I’d imagine

Germaine Greer, Ekow Eshun and Tom Paulin hanging out, sipping wine just after

they’ve appearing on Newsnight Review, debating the intricacies of

the latest literary blockbuster or independent film. It’s a very trendy

place, with trendy people inside it. This may have contributed to the fact

that I was absolutely petrified! I knew nobody there, I’d never been to an

event like this before, and as usual I was plagued by paranoia. What if

nobody was interested in the flyers I’d brought with me for this site? Would I

get to talk to anybody? What if they thought I wasn’t a proper feminist because

all I do is this website (as opposed to chaining myself to parliament

waving banners!).

What if they thought I wasn’t a proper feminist?

We all crammed into a smallish room – apparently the event had more than

sold out – and waited for the latecomers to arrive as the panel chatted amongst

themselves. The panel was chaired by Libby Brooks of the Guardian’s Womans

pages. The panelists were Madeline Bunting (also from the Guardian, standing

in at the last minute for Suzanne Moore), Geethika Jayatilaka, Head

of Policy and Parliamentary Affairs at Fawcett, Sam Roddick, (daughter of Anita)

who’d recently opened a spophisticated new sex shop in Covent Guarden called

Coco de Mer, and finally two women from the advertising agency St.Lukes whose

names I didn’t catch.

It was the two from St.Lukes who started off the proceedings with an

interesting perspective of an advertising agency attempting to rebrand

feminism, for us, the clients. They pitched two ideas to us to attempt to

make feminism appeal again.

First they briefly covered some of the reasons why young women don’t

call themselves feminists. The label is seen as negative, they explained.

There is often a perception that we’ve already achieved equality (this drew

a loud sarcastic snort from someone in the audience!). Another reason was

that newer causes seem more important, and young women were less likely to

subscribe to labels of identity. The solution to this problem, they argued,

was to give feminism a new relevance. But how? As possible solutions, they

presented two ideas.

1) Launch “new feminism.”

Launching a kind of “new feminism” would present a strict dividing line

between feminism of the past – which brings unpopular “baggage” along with

it – and the feminism of the present and the future. Removing all

connnections to feminism’s past would free young women to associate with it

again. To represent this, St.Lukes showed us a poster they’d designed with

the tagline “So you think you’re equal now?” A picture showed two men at

work, and two women at work in very similar situations. Text at the bottom

explained that the pay gap still exists and that men and women are still

sometimes not paid equally for the same work.

One problem with this approach, suggested St.Lukes, was that just like

“new Labour”, “new feminism” could be seen as nothing more than spin. I also

wondered whether they realised that Natasha Walter had written a book called

“The New Feminism” back in 1998! In the book she wrote: “I am not trying to

invent it [the new feminism], but to describe it.” According to her, the new

feminism already exists.

2) Reframe feminism as “humanism”

This was the second idea. By reframing feminism as humanism – a

movement addressing equality and freedom for all humans, more people would

be able to associate with feminism. To represent this concept, we were shown

a poster with the text: “The new face of feminism. Humanism.” The poster

showed an androgynous face, which had been made by merging photographs of

the faces of all the St.Lukes staff, male and female. It was an interesting

image for sure, but again there were problems. As one member of the audience

said later, humanism has a specific history which is often associated with the

rejection of a “supernatural being.” If feminism was rebranded as humanism,

feminists who have faith in a god/gods/goddess/being might feel alienated.

Next up was Geethika Jayatilaka from Fawcett, who I think expressed more

knowledge of the current issues in young feminism than any of the other

panelists. Young women are feminists, she asserted, and are living it in their

daily lives whether they call themselves feminists or not. But why don’t they

use the f-word? Well, feminism has often seemed like a burden, a special club

with criteria to be a member, affecting all aspects of a person’s lifestyle from

their dress to what they drink and how they have sex. This hasn’t changed

enough, said Geethika. Policing of personal behaviour by feminists still exists.

there’s nothing wrong with young women

and feminism – they are simply doing it differently

Geethika argued that second wave feminism has certainly achieved a lot, and

that feminism today is “in the water.” Young women talk about feminism and live

feminism, but they are less likely to get involved in some forms of activism.

Geethika raised the interesting idea of “DIY feminism” – an Australian term

which means that feminism is simply lived in young women’s daily lives, whether

they’re challenging sexist jokes or breaking through the glass ceiling. In the

end though, feminism must broaden its appeal. I liked her comment that if

feminists think Gen X is hard to convince, its nothing compared to what Gen Y

will be like. Geethika concluded that there’s nothing wrong with young women

and feminism – they are simply doing it differently, in ways which aren’t

necessarily recognised by ‘established’ feminists.

You can read the

full text of Geethika’s talk here.

Third to speak was Sam Roddick. She spoke ad hoc, with no notes, very

eloquently and she made some interesting points. First she stressed that the

kind of feminism we were talking about here was a very urban and cosmopolitan

take on what feminism is. She explained that feminism was not an

international brand and could be lived in very different ways in different

cultures, so we cannot and shouldn’t make blanket statements about what

feminism is or what is should be, or how we can sell it. Sam raised the

question – are we westerners liberated? Perhaps we shouldn’t be looking down

on other cultures as less feminist.

Sam argued that feminism should begin to address the fundamental issues

of the way we live our lives. Particularly she singled out the UK’s intense,

stressful working culture for criticism. Feminism should not just look at ways

to get women into work and get them equal pay, but ways to improve life

in general, to improve our ways of living.

Again, I didn’t think this was a new argument. It echoed was the old debate

between the ‘equality’ feminists and the ‘liberation’ feminists – in other

words, should we concentrate on joining the system or changing it? Writers

like Naomi Wolf suggest that the masters tools can destroy the masters

house, whereas writers like Germaine Greer have argued that “women could never

find freedom by agreeing to live the lives of unfree men.” For more examples

of quotes like this, go here.

Madeline expressed

concern that feminism should not be about selling something

Last up was Madeline Bunting from the Guardian newspaper. She echoed

Sam’s comments, talking about how she had recently spoken to a group of Muslim

women for an article she was writing. These women had all chosen to wear the

veil, but saw it strongly not as oppression but as a way of reclaiming

their bodies and avoiding sexualising themselves in public. She raised this

point to address ideas that we in the west are liberated. Madeline expressed

concern that feminism should not be about selling something, and was uneasy with

the whole “rebranding” issue. Authenticity is the most important thing, she

argued. Again she echoed Sam’s comments and criticised the working culture. Is

our working culture compatible with raising children at all? She complained

strongly about the cross over between our public and private lives, saying that

feminism should address the anguish and dilemmas women are going through when

they are forced to choose between work and children – much more than men do, who

just continue with their careers.

Madeline questioned feminism’s attention to the world of work, claiming

passionately that having children was the most important, rewarding, and

life-affirming thing anybody could do. What matters most is not women becoming


directors, but rather the women she respected most were those older women who

had really grappled with the fundamentals of life: birth, death, and caring.

Madeline expressed that giving birth was a radicalising experience, and said

that the weakness of feminism today is that it has lost a connection between the

generations and between young and old women. In the 1970s, she argued, feminism

accepted that women were different and shouldn’t have to apologise for it. She

claimed that feminism had been “hijacked” in the 1980s and 90s and turned into

an achievement culture – thinking aloud, she wondered whether it was a

capitalist plot to get women earning stacks of money – and keep them spending


The Debate

After the speakers, the floor was opened up to questions from the

audience. Some interesting points were raised, such as:

  • Feminism has a bad memory.
  • What is needed is a new set of concrete aims for a new generation.
  • Is the idea of “branding” and “selling” feminism wrong?

A confident young woman, who I happened to be sat next to and found out

later was called Victoria, argued eloquently that the panelists had completely

missed what the thirdwave of feminism had already achieved and is still

achiveing, often unrecognised by established feminism. She spoke about its roots

in riot grrrl and punk. She was right – this was the first time in the whole

evening that the concept of a ‘thirdwave’ was mentioned. I don’t think many of

the people there had heard of the idea before.

An older lady questioned Madeline’s idea that rasing children was the

most important thing you could do – pointing out the growing numbers of

women choosing not to have children. What about them? Feminism can’t just be

about the mothers, she argued.

Another women said that the aims of feminism today have been very vague –

surely we need some defining principles and goals?

An older lady argued that she felt what is wrong with feminism is that it

had rejected all things traditionally feminine, such as sewing and craftwork. It

was here that I nervously spoke! Ignoring the speech I had planned in my

head about young women and feminism, I raised my hand. “On that point,” I said,

“I think that the thirdwave movement, from what I’ve read anyway, is finding

enjoyment in and rediscovering things like sewing, knitting and even baking, so

young women haven’t necessarily rejected those things.”

Ah well. At least I’d said something!

It makes me wonder what people mean when they say things like “feminism

has done (such and such)…” – who or what exactly do they mean has done

it? When did it happen? It seems odd to me to blame an ideological movement

for rejecting something or other – when that movement is made up of many

different people with very different ideas. Anyhow, I’m probably guilty of

doing that myself too.

Geethika came to my rescue as the discussion moved on. “Talking of

the thirdwave,” she said, motioning to the seats where I and Victoria were

sitting, “I was looking at some websites today like The F-Word and,…”

She went on to talk about Bust’s use of words like “chick” and whether this was

reclaiming the language. But hey, you should have seen the grin on my face!

Totally chuffed.

The discussion turned to porn imagery entering the mainstream in

advertising and all around us. Madeline spoke passionately that she hated

it, and found it incredible that the porn industry is so incredibly huge today.

But Sam Roddick offered a different viewpoint, saying that porn should be

reclaimed – the way to fight bad porn is to make good porn and there are women

out there doing that.

These kinds

of discussions are going on between young women every day in informal


The women of St.Lukes made a point that I really agree with. These kinds

of discussions are going on between young women every day in informal

situations. The problem is formalising the debate, making it heard,

giving it an arena and a space. I agree! I think they hit the nail on the

head. It’s all to do with being able to see that there are others out there

like you, not feeling alone in your beliefs. Even if women are discussing

these issues informally together, we don’t see it debated in the mainstream.

This is kind of what this website aims to do.

The last person to speak from the floor was a man who said that the whole

debate had really disappointed him because it hadn’t addressed the terrible

oppression of young girls in the working class. He slammed the discussion

for having a middle class focus. This got a round of applause and nods from

the crowd (as someone joked afterwards, everyone in the room nodded vigorously

at his comments and went “Mmmm. Mmm. Yah.” Hey this was the


The evening ended on what I thought was an good point. One of the

questions raised by the original flyer for the evening was “What are young women

marching for?” The point was that women have never marched just “for feminism.”

They’ve marched for equal pay, the right to choose, against rape, harassment,

and so on: for specific goals. Asking why aren’t young women interested in

“feminism” is kind of missing the point.

My conclusions… for what they’re worth!

  • Older feminists often have no idea what younger women are up to but

    they’d love to know – evidenced by a lovely, lovely older lady who came over

    to myself and Victoria afterwards, asking with great genuine interest what

    young women are doing and how did we organise. I hope I didn’t scare her

    off when at one point I told her I thought she was misundertanding the whole

    nature of thirdwave! Whoops!

  • The concept of a thirdwave is still generally unknown in the UK among

    mainstream feminism – I would reckon we’re a few years behind the U.S. on

    this point

  • Established feminism has lost touch with what some young women are doing –

    particulary zines, riot grrrl and the underground culture. Feminism must

    reconnect with what is going on in the underground! Riot Grrrls are often simply

    doing it while the rest of us are talking about it.

  • During the debate, everyone had different issues in mind which they wanted

    to talk about. There was not much of an ongoing discussion happening – but then

    it wasn’t really the right forum for it. Young women wanted to talk about what

    other young women were doing. Older women wanted to talk about where feminism

    had gone wrong in their view, without necessarily realising that young women are

    already addressing these issues! There were kind of two threads being addressed

    which didn’t always correspond. One: young women and feminism, Two: what’s wrong

    with feminism. Talking to other young women afterwards, we agreed that a

    possible option was to arrange an event just for young women to enable them to

    talk to each other together.

  • Having said that, older feminists and younger feminists can learn from each

    other and should talk together. Sometimes in the U.S. the thirdwave

    movement has assumed things about the secondwave that were wromg or untrue.

    We are wasting our time if we reinvent the wheel and we can and should learn

    from what went before.

  • In my opinion, young women are interested in feminism but they just

    don’t know how to find it and where it is! This was my experience, and one of

    the main reasons why I founded this website. From the comments I’ve received, it seems I (we?)


    not alone in feeling this way. There is often a sense of being alone, a sense of

    frustration among young women at the apparent lack of feminist debate. This

    isn’t to say that there is nothing out there – just that they don’t know where

    to find it.

So how can we enable young women to identify as young feminists? Where can we

take it from here? Here’s some crazy ideas for you off the top of my head:

  • Young women need to talk together about these issues – whether formally or

    informally. (I’m hopefully getting involved with something like this with

    some people I met at the event!).

  • How about a mailing list created for UK young women to share, debate,

    disucss, and organise. Although there is the ukradfem list, I’ve never seen

    or heard about any other feminist mailing lists like this which are not in

    the academic field.

  • I don’t know if this already exists, but I think it would be a good

    idea to have a comprehensive list of feminist organisations in the UK –

    from campaigning groups to cultural groups and more. If we could put such a

    list online it would be a good way of letting people know what is happening

    out there. I know my knowledge of what’s happening in the UK is woefully


  • An informal cooperative of riot grrrls, political fems, girlies,

    thirdwavers, rad fems, cartoonists, artists, and zinesters could collaborate on

    a one-off celebratory issue of a funky, passionate, raging magazine designed to

    scream “we’re here!” An issue produced by young women, for young women. Could be

    superficial and serious. It could be sold at women’s bookstores,

    Borders, alternative hangouts, by word of mouth. I’m thinking Listen Up crossed

    with Girlfrenzy: To Be Real crossed with Chica. The UK version of Bust and

    Bitch – rolled into one. I’m talking Amp minizine crossed with Manifesta. A

    little bit of each goes into the mix, and boom you’ve got yourself a

    genre-defying one-off publication made to make your mouth water.

    Ambitious, moi? :-)

  • Ladyfest is hitting London in 2002! Perhaps feminists could use the

    opportunity to organise, connect, meet others, attend workshops, learn, and

    have fun. More on LadyFest to come soon on this site. Check out the news pages for latest info!

Phew, there’s a lot to think about there! While you’ve finished mulling

that over, why not check out the text of Geethika’s

talk at the event.

If anyone has any thoughts on any of these issues, send me an email!

Oh and by the way, everyone was really really nice to me, once I’d

plucked up the courage to introduce myself to people! Paranoia – eat my


The Rebranding Feminism event was so popular that a similar “Rebranding

Men” event is planned in early 2002. See the news page for details.

Have Your say

Comments are closed on this post


  • The F-Word on Twitter
  • The F-Word on Facebook
  • Our XML Feeds