Why Tomorrow’s CEO Will Be a Feminist

By Melissa J. Anderson (New York City)

Today women and men are more likely than ever before to identify themselves as feminists – and that’s despite relentless attacks on the movement by media personalities, politicians, and pundits. In fact, according to a recent survey of people who voted in the 2012 election, 55 percent of women voters said they were feminists. That’s the highest percentage ever, having increased nine points in just four years.

The survey, conducted by Lake Research Partners for Ms. Magazine, the Feminist Majority Foundation, and the Communications Consortium Media Center, turned up even higher numbers when respondents were supplied a definition of a feminist: “someone who supports political, economic, and social equality for women.” After reading the definition, 68 percent of women described themselves as feminists.

Women under thirty were the most likely to call themselves feminists – after reading the definition, almost three quarters (73 percent) said so. Kathy Spillar, executive vice president of the Feminist Majority Foundation, said this means that not only is the electorate changing, but so is the workforce. Employers will have to keep up.

“It shows the popularity of the movement. And it’s a growing movement. Many young women self-identify as feminists despite the constant beating up of the term. Despite that, we have a solid majority – a supermajority. These women are very strong believers about equality, and they’re going to be gaining more momentum as time goes on.”

“For corporate leadership, they have got to be thinking about this,” Spillar added.

Equality at Work

Spillar says one of the reason that women under thirty were so much more likely to identify themselves as feminists is because many of the issues feminism deals with are work-related. Since women under thirty are more likely to be employed than older women, it stands to reason that these issues would be more salient for them.

“Young women are overwhelmingly in the paid workforce,” Spiller explained. “Women who are employed in paid jobs outside the home are concerned with issues like equal pay, equal opportunities to climb the ladder, paid child care and elder care, paid family and medical leave, and paid sick leave. All of these issues hit women the hardest. Especially when you realize you are swimming upstream.”

Spillar says that corporate leaders should pay attention to this trend. “Employers should take a hard look at themselves. This research shows that their workforce is probably not happy with corporate policy.”

Diversity and Feminism

The survey showed that African American and Latina women were more likely to identify themselves as feminists than white women. Over two thirds of African American women (66 percent) identified themselves as feminists. Almost three quarters of Latina women (71 percent) identified themselves as feminists. When supplied the definition, those numbers rose to 75 percent and 86 percent, respectively.

Spillar explained, “It’s very clear why this is – it’s because of the impact of discrimination from two angles. There’s a higher level of consciousness about the impact of discrimination in their lives. When you experience discrimination very clearly on one factor, you are more sensitive to discrimination because of your gender.”

This presents two conclusions. First of all, feminism has been written off by some as a diversion for white, middle class women. This research shows that feminism has broad appeal and, in fact, even more resonance with women of color.

Secondly, because the workplace is becoming more diverse every year, companies can expect to see an even stronger desire in the women and men they employ for fair and equal policies and cultures. Feminism is growing as a movement and people who are likely to identify themselves as feminists are taking increasingly more presence and power in the workplace. Any leader will need to appeal to this growing segment of their workforce, a population that is more and more likely to demand equality.

Spillar says, “Leaders have got to understand that women in the workforce and in middle management are acutely aware of issues like the wage gap and the opportunity gap. Corporate leaders should be thinking about this idea. If some other company is doing better for equality, they are going to lose their best talent, both men and women.”

She added that companies are well aware of the research showing that having more women in the boardroom and in senior management is related to better financial performance. “For employers not to be asking hard questions, looking at their policies, and designing better programs, they are missing the boat and they’re going to pay for it.”

If tomorrow’s CEO does not pay attention to this trend toward a desire for equal pay and treatment, he or she will lose talented people. The business case for women in the workforce is also the business case for feminist CEOs.