On Jan. 21, 2017, upwards of 2.6 million Americans participated in the Women’s March, which was originally constructed to address women’s fears of a Trump presidency, yet it soon stretched to all marginalized groups and allies. While the widespread feelings of support were appreciated, there was one question on many minority marchers’ minds: “Where have all of you been?”

While it seems like the uptick in protesting is new, protests had their original rise in popularity a few years ago, especially following the creation of the #BlackLivesMatter movement and pleas for LGBTQ+ liberties. These demonstrations’ attendance never reach over a few thousand, and the Women’s March allowed many to see all the people that had been sitting out for the many marches throughout the years. The Women’s March allowed even the most privileged Americans to become social justice warriors for the day and will for years to come be a prime example of convenient feminism.

Convenient feminism, or white feminism as it is often called, is used to describe a type of feminism that overlooks all other marginalized groups and only refers to what feminism can do for the individual. It is also categorized as feminism only beneficial to privileged white women and a type of feminism that does not like to “point fingers.” This type of “social justice” is often patronized by celebrities and other public figures due to its ability to please all people.

An example comes from a small, but significant, feud between Taylor Swift and Nicki Minaj. After not being nominated for a MTV Video Music Award, Nicki Minaj began to speak out on Twitter about black women’s contribution to popular music and their lack of recognition for it. Taylor Swift, taking this to be about her, came out with her own set of tweets, explaining that women need to stick together and support each other, completely missing the point of Nicki’s argument. Taylor Swift, a person who had never vocalized support for social justice, used convenient feminism to silence a black women’s arguments for her own career, perfectly articulating the mindset of Hollywood feminism.

Fast forward to now, and a couple of days ago, Pepsi released an ad featuring Kendall Jenner which immediately found backlash from many for its appropriation of protest culture and overall “tone-deafness.” The most alarming part of the ad, in my opinion, is how it literally shows convenient feminism. In the commercial, Kendall Jenner is doing some generic photo shoot and sees a protest taking place nearby. After a small head nod from an attractive stranger, Jenner decides to leave the shoot and join the march for some, again generic, civil rights. Kendall Jenner is able to protest because it is convenient for her. If she had not been at the right place at the right time, Kendall would not have been able to take part in this unnamed cause and would have been spending her time in some other activity.

Kendall, much like all the convenient feminists who participated in this year’s Women’s March, shows a type of feminism which only participates in social justice if they have the time.