Further, I would point out that even if women were increasingly rejecting the word "feminism," they are not rejecting the idea as it would be properly applied.
You ask a woman if she is a feminist, and she may say no, but if you ask her if she agrees with an idea that could be accurately described as a feminist ideal, and she will likely overwhelmingly say yes.
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I ****ing love to cuddle.
I'm being oppressed!