Therefore, they extended the research on organizational identity by indicating how this ideology can cater to the world of business and consumption. Feminist organizations face two distinctive challenges that create difficulties in defining the identity that is image and culture. These organizational identities can be influenced by the perceptions made by those of the stakeholders. This may concern advertisers, who ensure commercial capacity, able to take into account both feminist and non-feminist stakeholders at the same time. However, to satisfy non-feminist stakeholders, feminist is often integrated or depoliticized into advertising ideology. Although some organizations attempted to use equality in feminist theory within their activities, it was too easy to depoliticize feminist ideals and simply follow the mainstream of non-feminist ideologies. Thus creating a turning point within the overall function of businesses founded on feminism