I mean this in general, not personally to anyone in this thread; it's just how I approach and think about this problem for myself.

I don't know "people," don't personally know anyone who embraces a feminist role as one of their major roles (or many who care what others think of their roles) and don't know anyone at all who has a problem with the word "feminism".

I think most societal arguments are press constructs to cause drama so there will be "news" to report upon. I don't take social news I read or see on television as much more than "entertainment" and, if I'm going to be entertained, I read/watch funny stuff like grocery store tabloids or "Inside Edition" on TV so I don't have to think seriously about what they say, can laugh and enjoy feeling my emotions because of a good story more than have to evaluate a real situation that needs my attention.

I have degrees in sociology and history and what "feminism" means to me is probably not what it means to the average person on the street. Just as I don't care what someone I don't know and who doesn't know me says about the roles I choose, I also don't care what their relatively uninformed/uneducated opinion is either. Everyone has an opinion about just about every subject but I only care about opinions of those closest to me or in situations that directly impact my life and where I can judge how knowledgeable the person might be about the subject and whether they are trying to help me understand the subject or just sell me their opinion.