Views on Feminism

Conflicting identities. Professor and author, Maythee Rojas, PhD provides insight into how the women’s movement (mainstream feminism) has historically excluded women of color and explores how the Black Power, Chicano and American Indian movements addressed issues of race and class in a way that feminism did not. Ultimately, women of color emerged from these movements to create their own spaces that acknowledge their overlapping identities — Women of color feminism or intersectional feminism.

Creating space and community. Our panelists, Carrie Wilkins (Tote + Pears), Cassandra Lam (The Cosmos) and Shatha Barbour (HeraHub Pheonix) are women of color from different racial backgrounds who have chosen to work in fields that highlight women. They share the stories of discrimination, assimilation and invisibility that shaped their perspectives and ultimately, empowered them to create their own spaces to represent and uplift the women, and women of color, in their communities.

Stereotypes to avoid. Feminists are bra-burning radicals; the women’s movement speaks for all women; employing white women or one woman of color is enough to diversify your staff or your brand; representing women through one lens is sufficient and effective. These are stereotypes that keep your businesses and brands from connecting with women in your target audience. Feminism is about equality, not tipping the scales — and should always be implemented through an intersectional lens.

An intersectional approach. Women of color want to be seen and heard. They want to be acknowledged for the depth, complexity and beauty of their experiences. Embracing diversity will appeal to women — in a meaningful way — who are traditionally left out. Creating a space for specific groups to have a voice, like Cassandra, or making sure that a wide range of personas are represented in your offering, like Shatha and Carrie, could significantly improve your success.