Feminism’s fourth wave: a research agenda for marketing and consumer research

Abstract

Three waves of feminism each reveal a very different relationship with marketing. This commentary considers these relationships in the light of what is now frequently being hailed as the fourth wave, a resurgence of feminism that is driven by younger women who harness the power of the Internet and social media to challenge gender inequity. The commentary looks at what distinguishes the fourth wave from its predecessors and highlights key areas in marketing and consumer research where feminist perspectives are sorely required.