WHITE FEMINISM
From the Suffragettes to Influencers and Who They Leave Behind
by Koa Beck
A clear analysis of the commodification of feminism from protest to brand.
As the former editor-in-chief of Jezebel and executive editor of Vogue, Beck is no stranger to the White feminism that permeates the modern cultural landscape. As influencers blithely attach Audre Lorde quotes to Instagram ads and White women are once again donning literal and metaphorical pink hats in “protest,” the author deftly retraces how we ended up here and highlights the many women this brand of feminism elides or ostracizes. Beck offers a lively history of the suffragettes and their ideological descendants, including the #GirlBoss and #MeToo movements. The author effectively brings out of the background many of the Black working women who enabled the success of the predominantly White and upper-class women at the center of these stories. “Instead of a protest vehicle,” she writes, “feminism became a brand….To ‘revolutionize’ your life through business once again merges the radicalism of feminism with the corporate, women-oppressing language of capitalism. If you threw a millennial-pink lens over this saying, you could put it on Pinterest.” Beck posits that the stark inequalities of so-called “women’s empowerment” are exacerbated even more unevenly in the Covid-19 era. The pandemic has engendered further demarcations along class and racial lines, between protected forms of labor and the economically vulnerable—e.g., nannies, housekeepers, and other caretakers. The author situates herself as a woman with considerable influence who chooses to amplify underappreciated workers in concrete ways rather than resting on the laurels of corporate “diversity.” With both vigor and rigor, Beck outlines a variety of fundamental problems with contemporary liberal feminism, which relies too much on brand endorsements and shallow empowerment. As she writes, “we can avoid becoming the next generation of white feminism by incorporating the points of view that this ideology does not account for.”
A timely, compelling dissection of feminism's reliance on consumerism and useful suggestions for paths forward.