Social media is now the home of the
brewing fourth wave feminism and
therefore marketing needs to address
the new demands of FEMillenials
through identify the needs from social
media. Social media has incredible
power of spreading the feminist
movement on a vast scale. Through
the #metoo and Turner case studies
it is evident that females are showing
solidarity and togetherness to battle
social issues such as sexual assaults.
Now the marketing industry will need
to identify the new consumers needs
and demands in order to market to
females successfully.
The “Keep on being you” Missguided
campaign is the most successful to
date use of femvertising and is in-
spiring, creating a push for other fast
fashion brands to do the same. With
millennials commenting on the inno-
vation and freshness of this campaign
it is clearly a fresh take on marketing
that fourth wavers are calling for.
The “Tiny Tots Feminism” trend from
LSN, shows that feminism is now being
implicated at a young age, meaning
that when generation Z grow they will
still carry the characteristics of fourth
wavers and perhaps a further push
for 5th wave feminism will commence
from generation Z if needed in the
future.
Finally, the fourth wave feminism now
address’s all kinds of social issues and
fights for them. Feminism is no longer
solely about female issues. This new
kind of feminism is innovative and
fresh, it now tackles social modern-day
issues as a whole, but still under the
name “feminism”. This means that
millennial’s fourth wave feminism is
different from previous waves, fem-
inism is no longer looked at as just
a female problem. It now addresses
various types of social problems such
as the LGBT community, black lives
matter and politics. Feminism can now
be interpreted as a tool to supress cur-
rent day social issues. For marketing to
meet FEMillennials demands it needs
to step in front of feminist movements,
rather than its current situation of
being behind feminism. Marketing
needs to show feminists the future of
feminism rather than to be behind and
criticized by feminists.