How do you get teenagers to think feminism is cool?

Like it or not, feminism has got a PR problem.

Last week we took part in the Think Feminism debate at the Girl Guide Association Headquarters. Their CEO, Julie Bentley, ruffled a few feathers when she took the post following five years with the Family Planning Association and declared the Guides “the ultimate feminist organisation”. One of the reasons such a statement was so inflammatory is because some members of the Guiding community felt that the “angry man-hating feminist stereotype” (a type which grew, like many effective lies, from an element of truth that has since been exacerbated by the right wing media) corrupted their wholesome image. They didn’t want to be associated with its bra-burning associations. And can you blame them?

Of course, the only thing the Girl Guides are burning are camp fires, and they’re having a laugh doing it, but that doesn’t mean they shouldn’t be feminists. The discussion indicates real progress. This is an organisation with half a million (female) members, and they are spending serious time thinking about ways in which to engage teenagers with issues surrounding gender inequality. What they choose to do could have more impact on the feminist future than the actions of any other organisation this year. Because, like it or not, feminism has a PR problem that needs sorting.

As far as we’re concerned, the jury’s still out as to whether or not the word itself needs, to slip into publicity speak for a moment, a “rebrand”. We certainly know from what young women are telling us that “feminism” is a dirty word, for a variety of reasons, perhaps most significantly because it’s “angry” it’s not “sexy” or “feminine”. Young women also expressed the feeling that feminism wasn’t really “for” them – that it was too complex and alienating and that they didn’t have the correct terminology. If you’ve read anything else we’ve written then you’ll know that we don’t see anger or verbose pomposity as effective recruiting tactics, but we need to go further than this and try and think about ways in which we can get young women thinking about gender inequality.

You’d think that feminist mothers would beget feminist daughters (some assume that, like obesity and alcohol dependence, social liberalism runs in families) but it’s often not the case. Listening to your mum talk about the barricades and women’s lib is difficult when Rihanna is waving her bum in your face under the guise of empowerment, and meanwhile the boys at school have some incredibly perplexing footage on their phones that you have to practise pretending to laugh at. Even the most Guardian-reading, muesli-knitting children can transform into strangers during their teenage years, exposed as they are to a culture where being cool means everything, and usually involves hotpants.

Whether or not feminism can ever be truly “cool” is another matter. It probably won’t ever be, cool being as it is associated with a special kind of fag-in-mouth don’t-give-a-fuck apathy. Feminism is the opposite of insouciant. Try being nonchalant while a cocky teenager says “but we don’t need it anymore”. See? Telling young people what to do in an angry voice just simply doesn’t work. Teenage girls have enough drama in their lives without you adding to it. In our experience, having someone (especially your mum) telling you that you HAVE to be a feminist, very rarely, if ever, makes you a feminist.

Rather, feminism is something that many women come to by themselves. Contrary to what cynical marketeers might say, adolescent girls are not idiots. Just because they’re being told that the main things they should be thinking about are sparkly nail polish and blow job technique doesn’t mean that those are actually the only things on their minds. On the contrary, the teenage years are the time when many of us begin to develop social consciences, hence the startling upsurge in girls announcing at the breakfast table, aged 13, that they have decided to become vegetarians. They have a keen sense of injustice (perhaps the keenest), if only someone non-geriatric would bother to talk to them about it.

Unfortunately, it’s not looking as though the government is planning to put equality on the national curriculum anytime soon. When you think about it, it doesn’t make sense for them to do that. A patriarchy setting up courses to teach young people about the evils of patriarchy? Please. They don’t teach feminism for the same reason they don’t teach pupils about the electoral system: they don’t want you to know. And they’d have an uprising of teenagers on their hands (“but Miss, I thought we lived in a DEMOCRACY? This first past the post system is BULLSHIT.”)

Thus, if the government is refusing to shoulder the burden, it’s up to other organisations to fill the void. The Girl Guides are already doing it, as are initiatives such as MediaSmart, a brilliant not-for-profit that distributes teaching materials to schools in order to help children think critically about advertising. The most successful grass-roots organisations (see UKFeminista) are the ones that provide support and topics for discussion, rather than parroting ideology. It shows an understanding that many women come to feminism of their own accord, after having experienced sexism or misogyny, and not because they have been lectured into it. Just encouraging young women to talk about the issues surrounding the sexism, the media and celebrity culture yields some surprisingly passionate responses. Similarly, projects such as Everyday Sexism and Who Needs Feminism? allow women to contribute their own thoughts without anyone judging or taking the piss – a crucial element, especially for teenagers, as well as reflecting the impulses of a generation who are growing up with Tumblr and internet memes.

So there is a lot of great work being done, but there needs to be more. As we speak, young women are setting up discussion groups in their schools, reading books and blogs and magazines such as Rookie (a particular success story– it doesn’t bang on about feminism, but gender equality is subtly central to its entire ethos), and hopefully starting their own. We know, because they’re sending letters to us about it, but we also know that many of them still feel like “the only feminist in their village”, and that more of us need to get out there and show them that they’re not alone.

Rhiannon and Holly will be speaking at the New Statesman Centenary Debate "What is the most important issue facing feminism today?" on 4 April at Conway Hall. More details here.

Girl Guides in their campfire hats in 1947. Photograph: Getty Images

Rhiannon Lucy Cosslett and Holly Baxter are co-founders and editors of online magazine, The Vagenda.

Getty Images.
Show Hide image

Voters are turning against Brexit but the Lib Dems aren't benefiting

Labour's pro-Brexit stance is not preventing it from winning the support of Remainers. Will that change?

More than a year after the UK voted for Brexit, there has been little sign of buyer's remorse. The public, including around a third of Remainers, are largely of the view that the government should "get on with it".

But as real wages are squeezed (owing to the Brexit-linked inflationary spike) there are tentative signs that the mood is changing. In the event of a second referendum, an Opinium/Observer poll found, 47 per cent would vote Remain, compared to 44 per cent for Leave. Support for a repeat vote is also increasing. Forty one per cent of the public now favour a second referendum (with 48 per cent opposed), compared to 33 per cent last December. 

The Liberal Democrats have made halting Brexit their raison d'être. But as public opinion turns, there is no sign they are benefiting. Since the election, Vince Cable's party has yet to exceed single figures in the polls, scoring a lowly 6 per cent in the Opinium survey (down from 7.4 per cent at the election). 

What accounts for this disparity? After their near-extinction in 2015, the Lib Dems remain either toxic or irrelevant to many voters. Labour, by contrast, despite its pro-Brexit stance, has hoovered up Remainers (55 per cent back Jeremy Corbyn's party). 

In some cases, this reflects voters' other priorities. Remainers are prepared to support Labour on account of the party's stances on austerity, housing and education. Corbyn, meanwhile, is a eurosceptic whose internationalism and pro-migration reputation endear him to EU supporters. Other Remainers rewarded Labour MPs who voted against Article 50, rebelling against the leadership's stance. 

But the trend also partly reflects ignorance. By saying little on the subject of Brexit, Corbyn and Labour allowed Remainers to assume the best. Though there is little evidence that voters will abandon Corbyn over his EU stance, the potential exists.

For this reason, the proposal of a new party will continue to recur. By challenging Labour over Brexit, without the toxicity of Lib Dems, it would sharpen the choice before voters. Though it would not win an election, a new party could force Corbyn to soften his stance on Brexit or to offer a second referendum (mirroring Ukip's effect on the Conservatives).

The greatest problem for the project is that it lacks support where it counts: among MPs. For reasons of tribalism and strategy, there is no emergent "Gang of Four" ready to helm a new party. In the absence of a new convulsion, the UK may turn against Brexit without the anti-Brexiteers benefiting. 

George Eaton is political editor of the New Statesman.