Feminist businesses (FBs) are often framed as either complicit in neoliberalism or as resistant alternatives to capitalism. This article moves beyond such binaries by investigating the motivations behind the creation of FBs. Drawing on 52 in-depth interviews conducted across Western Europe and the USA in 2023–2024, this paper examines the experiences of FB founders—often self-employed women, trans men, and non-binary individuals—who respond to personal and collective experiences of marginalization. Using a grounded theory approach, we analyze how participants frame their businesses not primarily as profit-driven ventures but as efforts to create safer economic spaces shaped by care, autonomy, and inclusion. The findings reveal that many FBs are created in response to experiences of systemic discrimination, offering safer economic spaces for those who have felt marginalized. This result provides a nuanced understanding of founding FBs as acts of agency that address personal needs for safety and community, highlighting their potential to resist oppressive economic structures. Drawing on the diverse economies framework (Gibson-Graham 2008, 2014), we theorize FBs as contingent and relational sites of economic becoming—neither outside capitalism nor fully absorbed by it, but situated practices of negotiation, refusal, and ethical experimentation.
Bastiat et al. (Thu,) studied this question.