Abstract
In an age where feminism should have reached its goal of complete
gender equilibrium, present day social matters entail a battle that has
not yet been won. With some individuals arguing that feminism will
die out, the researcher questions if in fact the movement is undergo-
ing a new wave taking part particularly within millennials.
The purpose of this study is to determine if a fourth wave of feminism
is arising predominantly within the generation millennials and to rec-
ognize how the marketing industry can market to females successfully
rather than in a derogatory manner, that history has proven. This study
takes into consideration a new consumer entitled FEMillennials. This
consumer consists of millennials whose modern perspective of femi-
nism is creating a fourth wave.
With a new wave of feminism in prospect and running in sync a new
consumer, the marketing industry must meet the new demands of
feminism. Whilst the current day zeitgeist brings to light key social is-
sues illuminating the need for feminism, marketing will need to devel-
op in order to seize the new consumer.
At the same time feminism is evolving into far more than just female
issues, the movement now shows sign of addressing all social matters
under one name and that is “feminism”. Marketing techniques towards
females will become outdated and marketing will have to become ad-
vanced to meet the demands of this new age of feminism. The future
of marketing will have to be so strong that itself empowers women to
become better feminists, to progress and achieve ultimate innovation,
that FEMillennials are calling for.
6591 Words