ABSTRACT
Since the global financial crisis a lot of attention has been devoted to scrutinising the emergence, intensification, and institutionalisation, through codes of conducts, public–private partnerships and advocacy coalitions, of a corporatised, business friendly form of feminism. Whilst the traits of ‘transnational business feminism' or ‘neoliberal feminism' have been explored in greater detail and with much more analytical care elsewhere (Roberts 2015; Rottenberg 2014), there are two aspects of this new feminism that, to my mind, make it stand out both historically and politically. The first one is that corporations, which would not be immediately associated with progressive struggles for gender justice, have now become some of the most vocal champions of gender equality and women's empowerment. The second, and probably more troubling, aspect is the emergence of a business case for gender equality, whereby feminist emancipatory goals are made to coincide with the corporate logics of growth, profit, and brand management.
