I'm not sure whom you're talking about. Feminism and toxic masculinity are both words that weren't claimed by feminists but defined by them. "Toxic masculinity

I'm not sure whom you're talking about. Feminism and toxic masculinity are both words that weren't claimed by feminists but defined by them. "Toxic masculinity" has been purposefully misunderstood by self-styled anti-feminists to mean something it does not. I agree that it's a bit obtuse and unnecessarily provocative, but the only other meaning than the feminist one is the one either based on genuine ignorance or purposeful misdirection. "Feminism" is a broad political term referring to a wide range of movements and academic fields of study. I wouldn't claim that "Buzzfeed feminism" isn't in any way "feminist" but this brand of "pop feminism" is clearly driven by profit motive rather than ideology. Gillette, Disney, etc aren't promoting "feminism" out of genuine care for feminist ideologies, they're doing it because it makes them money because in pop culture "feminist" has been watered down to a generic "supporting the status quo but in a good way". If anything, the majority of speakers probably use "feminism" to vaguely mean "women's rights", but I'd wager beyond the very online crowd, few people even have heard of "toxic masculinity" or can think of a meaning beyond literally just creating ad-hoc synonyms (probably wrongly, because they expect it to be about "men bad" because that's what pop feminism often boils down to).