Mary G. Roebling, Capitalist Feminism, and Marketing American Women’s Economic Rights

This article examines American “capitalist feminism” as a type of “business feminism” through the lens of biography. To demonstrate crucial linkages between business culture and historical social developments, the article foregrounds an account of the first woman president of a major commercial bank, Mary G. Roebling. Roebling sought women’s collective uplift primarily through economic empowerment, forwarding her message through accommodationist tactics, such as presenting a “feminine” image, embracing capitalism, and espousing moderate politics. This essay briefly explores additional biographies to suggest that other professionally successful, elite white women held similar “capitalist feminist” views. The article also employs biographical and associational examples to illustrate how capitalist feminism is a distinct category of business feminism.