While feminism has been incredibly explored,
practised, praised and critiqued, millennials
are finding new reasons for feminism to co-ex-
ist within the current day zeitgeist. Feminism
has been coherent in the past with radicalism,
thus creating a negative insinuation of the
“f-word”. However, when considering current
day social matters, the researcher argues that
a fourth wave feminism movement will begin
to shape within millennials. In particular the
researcher will identify if this movement is
already happening and how a fourth wave of
feminism will affect marketing towards fe-
males. Marketing towards females has often
come with implications making the content
derogatory. With a fourth wave of feminism
on the horizon it is fundamental for marketing
within the future era to achieve gender equi-
librium, that is it missing to this day.
Overall Aim
To investigate how a potential fourth wave
feminism movement particularly among mil-
lennials will influence the way in which brands
market to females in the near future.
Objectives
•
To explore the history of feminism and
define the waves of feminism and how the
movement has got to this stage.
•
To identify and analyse how marketing
techniques such as empowertising and fem-
vertising and if they are successful in market-
ing to females.
•
To establish if technology has been a
key credential in spreading feminism and if
technology will be as important in the fourth-
wave feminism.
•
To discover whether a fourth wave of
feminism will be a movement forward or back-
wards for females and how this movement will
influence marketing within the future.
Rational
This research will explore the current day
zeitgeist from politics to technology and how
these subjects will create a social shift within
feminism and how feminism is interpreted.
Furthermore, the research will explore mar-
keting techniques such as femvertising and
empowertising used by brands to sale prod-
ucts to women, and how this will affect fourth-
wave feminism. The research will then go into
deeper analysis to identify how marketing will
need to change to meet the demands of the
new wave of feminism. It will also take into
consideration how technology has been a key
credential in spreading the feminist movement
and what this means for marketing. Looking
particularly into digital marketing. Finally, the
research will attempt to identify if the future
of feminism is moving forwards or backwards
and how marketing will have to adapt to this
in order to market to women successfully. The
researcher’s personal reasons for investigating
feminism in depth is because of a strong belief
that everyone should be equal and in such
a modern day the researcher questions why
there is still a power unbalance.