As women’s rights have risen on the political agenda, companies have sought to align themselves with feminism as a social movement. This has led to successful advertising campaigns, revamped brand images, and product marketing that connects with women. Yet the backlash against ‘corporate feminism’ is growing, with many pointing out that feminism is a political movement for the liberation of women, requiring political changes that will threaten and disrupt existing business models. Are companies aware of the demands of feminism? What role can companies play in supporting women’s rights, without exposing themselves to charges of hypocrisy or deliberate diluting of radical demands?