The authors examine the claim that the most recent cohort of U.S. women is reluctant to identify as feminist although it has egalitarian gender attitudes. Using two national surveys, they show that the most recent generation is no less likely than prior cohorts to identify as feminist. However, Baby Bust women are less apt to identify as feminist than are older women, once background characteristics and attitudes related to feminist identification are controlled. Analyses suggest this reluctance is not due to an aversion to feminism but reflects the “off” timing of the feminist movement in the lives of Baby Bust women. The authors also find important differences among cohorts in the correlates of feminist identity. Most notably, the relationships of political ideology and gender attitudes to feminist identity are stronger among Baby Boom women, who came of age during the feminist movement’s second wave, than among older and younger women.
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