The past few years have seen the term feminism undergo something of a shift. Back at the forefront of conversation, it's been widely discussed and supported by influential figures like Emma Watson and Caitlin Moran.

And the impact on future generations has been monumental. According to a new survey, 69% of teenage girls between the ages of 13 and 18 said that they would personally define themselves as feminists.

But sadly, only 46% of British women overall say they identify with the label. Researchers from media agency UM London found that the percentage of women who identified this way decreased with age.

A slightly lower 54% of women aged 18-24 would call themselves feminists, declining to 44% of those aged 25-34.

The group least likely to associate themselves with the word were those aged 55-64, as well as those 65 and over.

Strangely, these age groups would have lived through second and maybe even first wave feminism, yet only 36% of both groups said they would personally define themselves as feminists.

But what’s going on here? Surely the majority of women care about issues such as equal pay, reproductive rights and sexual violence?

The researchers suggest the low percentages may be down to the stigma attached to the word – perhaps images of bra-burning and the misconception that feminists hate men are too ingrained in people’s minds.

But the fact that younger generations are much more open to feminism shows it is, slowly and surely, losing some of that stigma and becoming simply about women being given the same rights as men.

Sophia Durrani, managing partner of strategy at UM London, said to Vice: “It suggests young women are now growing up in a world where there shouldn’t be any questions over equality… this seismic shift could actually mean that a patriarchy that’s been in place for thousands of years could be coming to an end.”

British girls, you are the future – and we salute you.

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