Feminism, over the years, has become a useful marketing tool for many women-led businesses and companies in general. To a certain extent, one can say the new, hip branding of feminism via the pink frills, girl power slogan t-shirts, boss babe branded tea mugs and so on, have opened up the movement to those who are younger, impressionable and eager to buy into the next trend.
However, when businesses associate themselves with social and justice movements there is often a fine line between profit and maintaining the value systems they align themselves with. This fine line is mainly due to the fact that we live within capitalist and patriarchal webs resulting in many businesses finding it difficult to choose values over profit because most are trying to survive while dealing with the beast that is online shopping.