The feminist movement imitated the trajectory of industrial capitalism. It was born in the XVIIIth century, consolidated in the XIXth when the capital needed more and more people to work in the factories irrespective of their physiology, won all of its major victories before the end of the 1970s, and fizzled out starting in ≈ 1980 when industrial capitalism began to disintegrate.
Since then, gender became a lot less relevant than mobility. Today, the issue of abortion access, for instance, is not an issue relevant to all women. It’s an issue relevant to women who can’t afford to transport themselves easily and casually wherever the needed service is provided. Safe streets are crucial to women who can’t afford to move to a gated community, etc.
Capital never cared about gender. It’s entirely non-ideological, and that’s why the rise of capitalism coincided with the development of the civil rights movements. Today’s liquid capitalism cares about gender only inasmuch as it can be turned into an object of consumption. In the words of Ann Branaman,
“‘Identity’ becomes a problem and a source of deep anxiety in liquid modernity; gender and sexual identity, like other bases of identity, become destabilized and deregulated, open to an unprecedented degree of individual experimentation and choice.”
Of course, this consumerist approach is only available to those who have the means to adopt it. However, those without the means eagerly celebrate this consumerist view of gender, hailing a spoiled rich “being a woman means buying nail polish” celebrity “a hero” and “the woman of the year.”
If gender is placed on a Walmart shelf alongside bottles of cheap shampoo, its value as a mobilizing factor for political activism evaporates and feminism drowns in cheap, weepy sentimentality of Walmart commercials.