Thus, they have extended the research on organizational identity by indicating how this ideology can satisfy the business and consumer world. Feminist organizations face two distinct challenges that make it difficult to understand identity: image and culture. This organizational identity can be influenced by the perceptions of stakeholders. This may concern advertisers, who provide commercial capacity, who may represent both feminist and non-feminist stakeholders. However, to satisfy non-feminist stakeholders, feminist is often integrated or depoliticized into advertising ideology. Although some organizations attempted to use equality feminist theory within their company, it was too easy to depoliticize feminist ideals and simply follow the larger market of those of non-feminist ideologies. Thus, creating a riff within the overall function of feminism-based businesses