The term "neoliberal feminism" has increasingly appeared in contemporary feminist discourse, particularly as prominent public figures and corporations adopt and promote it as a solution to gender inequality. While often presented as progressive, this version of feminism has increasingly become aligned with capitalist ideologies, undermining its foundational goals of social transformation and equality. By emphasising individual empowerment, market-driven solutions, and professional success, neoliberal feminism depoliticises the feminist movement, reducing it to a tool for economic growth rather than a transformative force aimed at addressing systemic oppression.

The rise of neoliberal feminism

Neoliberal feminism is not an entirely new development but rather an evolution of earlier feminist ideas, particularly those emerging from second-wave feminism in the 1960s and 1970s. However, this recent iteration diverges from traditional feminist thought by centring on individual autonomy and success rather than collective action and social justice. As Catherine Rottenberg notes in The Rise of Neoliberal Feminism, this form of feminism is heavily influenced by neoliberal ideologies that champion market-driven values and individual choice as the primary means of achieving equality. Under this framework, women’s empowerment is framed as a personal achievement rather than a collective struggle, a departure from the systemic critiques of patriarchy and capitalism that characterised earlier feminist movements (Rottenberg, 2018).

A central element of neoliberal feminism is “choice feminism,” a concept that celebrates women’s freedom to make decisions based on their desires and preferences. While superficially liberating, this overlooks the structural barriers that limit many women’s choices. For instance, the emphasis on "leaning in" and pursuing professional success suggests that any woman, regardless of her socio-economic status, can rise to positions of power simply through hard work and ambition. However, such an approach ignores the systemic forces—such as wage inequality, racial discrimination, and lack of access to quality education—that prevent many women from exercising the same choices (Holin and Guillot, 2024).

Individualism over collective action

One of the most significant dangers of neoliberal feminism is its prioritisation of individualism over collective action. The feminist movement, historically rooted in solidarity and collective struggle, is often sidelined in favour of promoting the idea that women can achieve equality on their own through personal success. Neoliberal feminism encourages women to view themselves as "human capital," emphasising the importance of investing in personal development and career growth. This individualistic framework aligns with broader neoliberal ideologies prioritising self-reliance and competition over community-based efforts to address systemic inequalities.

The focus on individual empowerment, rather than addressing the root causes of gender inequality, perpetuates the status quo. Neoliberal feminism encourages women to excel in the professional sphere, but without challenging the structures that uphold male dominance and economic exploitation. As a result, the feminist movement becomes depoliticised, no longer advocating for a transformative vision of a more equitable society but rather presenting gender equality as a personal responsibility and market-driven opportunity.

Catherine Rottenberg’s critique of neoliberal feminism highlights how this framework promotes the idea that women's success is an economic asset. Feminist achievements are often tied to market performance, with claims that gender equity will boost economic growth and productivity. By presenting women’s empowerment as a means to increase GDP, neoliberal feminism transforms a human rights issue into an economic one. This shift reduces feminism to an economic strategy, rather than a political movement aimed at challenging the deep-rooted systems of power that perpetuate gender inequality (Rottenberg, 2017).

The commodification of feminism

Perhaps one of the most insidious aspects of neoliberal feminism is its commodification. Feminism, once a radical movement calling for systemic change, has been co-opted into corporate agendas, where it is marketed as a tool for personal advancement and corporate success. Many large companies have adopted "women's empowerment" campaigns, such as promoting flexible working hours, egg freezing, or remote work. They are framed as solutions to work-life balance. These policies, while beneficial to some women, do little to address the underlying issues of wage inequality, gender-based violence, or the exploitation of women in low-wage jobs. By framing feminism as a corporate product—designed to improve employee satisfaction and increase retention—neoliberal feminism becomes another way for corporations to maintain control over the workforce while presenting themselves as progressive (Holin and Guillot, 2024).

Furthermore, the emphasis on women in leadership positions further exacerbates inequality. Neoliberal feminism tends to celebrate the success of a select few women who "break the glass ceiling," positioning them as role models for others. However, this focus on elite women often ignores the systemic exploitation of women in lower-paying, more precarious jobs. The pressure to succeed in the professional world, along with the demand to "have it all”, can be overwhelming, especially when the social and economic structures that make it difficult for women to achieve true equality are left unchallenged.

Neoliberal feminism and the dilution of feminist ideals

By focusing on individual success and personal choice, neoliberal feminism reduces feminist ideals to shallow slogans rather than a comprehensive call for systemic change. It shifts the burden of social transformation from institutions and structures to individual women. This depoliticisation of feminism dilutes its power, turning it from a radical critique of patriarchy and capitalism into a market-driven strategy.

Moreover, neoliberal feminism often fails to address intersectionality—the interconnected nature of race, class, and gender oppression—by prioritising the issues of more privileged women. The feminist concerns of women of colour, working-class women, and transgender women are often sidelined in favour of narratives that celebrate the achievements of affluent, white women. This selective feminism reinforces existing power structures and leaves many women behind in the fight for equality.

Conclusion: the need for a return to radical feminism

The rise of neoliberal feminism presents significant challenges to the feminist movement. While it promotes individual empowerment, it does so at the expense of addressing the structural and systemic causes of gender inequality. By focusing on market-driven solutions, neoliberal feminism depoliticises feminist discourse and diverts attention away from the collective action needed to dismantle patriarchal and capitalist structures.

To reclaim feminism as a transformative force, it is essential to return to its roots as a collective movement for social justice. Feminism must focus on challenging the systems of power that perpetuate gender inequality, rather than simply promoting the success of a privileged few. True gender equality will not be achieved through personal success alone; it will require systemic change and solidarity across class, race, and gender lines.

References

Holin, Sandrine & Guillot, Apolline. "A Guide to Neoliberal Feminism: When Capitalism Turns Pink." Philonomist. Published on the 10th of May, 2023. Accessed December 2, 2024.
Rottenberg, Catherine. "Neoliberal Feminism and the Future of Human Capital." Signs: Journal of Women in Culture and Society 42, no. 2, 2017, 329–51.
Rottenberg, Catherine. The Rise of Neoliberal Feminism. New York: Oxford University Press, 2018.