Branding Feminism for This Generation

09/25/2013 11:42 am ET Updated Nov 25, 2013


It's a big word. It sparks the imagination and conjures up a dynamic montage of images, feelings and complexities. Perhaps the most fascinating aspect of this superword is its honest simplicity. Feminism, as defined by the Merriam Webster dictionary is, "the theory of the political, economic, and social equality of the sexes."

And yet. There is a pervasive discomfort that all too often accompanies the word. But, it's not the word that's the problem, it's the branding. We are on a mission to change this. We created We are the XX to brand feminism for this generation.

We understand that equality is a universally sought after and applauded goal. We also understand that it's worth the fight. In this moment, women make up 50 percent of the population and are still considered a minority group. The plight for political, economic and social equality of the sexes is far from over - feminism needs the energy of this generation to propel it forward.

We just launched with our first campaign that aims to evolve the face of feminism. We invite you to watch our video, check out our manifesto, and join us.

We are the XX and we are excited to brand feminism with you.

Let's do this.