March: Women's History Month

Let's have a show of hands: how many of you knew that February was Black History Month?

That's a lot of hands. Okay, now same thing: how many knew March was Women's History Month?

A lot fewer, right? That's not surprising. Advertisers push February hard as Black History Month because black Americans are a discrete and measurable group proud of their history who will go out and shop at places perceived to support their history and culture.

On the other hand, while women make up more than half the population, advertisers are aware that women purchase 80% of things sold in the United States as it is. And since women are not really a culturally distinct group (don't argue!), and they are perceived to be less likely to buy things for themselves, advertisers don't really see Women's History Month as a great time to single them out. They prefer Valentine's Day or Mother's Day.

Which is a travesty. Not every woman is a lover or a mother. And even those of us who are (like me) do not necessarily define our lives through motherhood, wifehood, girlfriendhood, or anything else other than our positions as unique, intelligent individuals who are necessary to our society for more than just procreation.

Thirty years ago, Women's History Month would have been a big deal. Why isn't it now?

Why Women's History Is Ignored

We are living through a backlash against the radicalized women's movement. For decades, women have been told that they need to be something they are not. From being told we can "have it all" to being told that we should take control of our own sexuality, not have children or husbands, and focus on our careers -- or more blatantly, be more like men -- women have been dropping out of the movement. Half of women today are homemakers. Many others are tired of the push to reject femininity.