Childfree activism and reproductive norms in the 21st century.

Previous scholarship has analysed decisions to remain childfree in terms of individual agency. This study reorients attention towards the collective dimensions of childfree-based advocacy by analysing the actions of groups that directly or indirectly advocate for childfree-based decision making. Qualitative thematic analysis was carried out on eight case study groups. Each case captures an advocacy group which is treated as an organisational unit of analysis, and whose public-facing content, manifestos and digital communications are comparatively analysed. By analysing organisations rather than individual testimonies, this study seeks to capture the collective dimensions of activism. Findings point to different discourses and trajectories through which groups have challenged traditional reproductive norms. These include climate change concerns and digital identity-centred activism. Each trajectory has offered a distinctive framing of the issues and has articulated being childfree as a legitimate and empowering lifestyle choice. Advocacy groups and online communities have influenced public perceptions of reproductive autonomy by challenging societal narratives that equate parenthood with personal fulfilment and social legitimacy. Conceptually, the analysis presents an empirical foundation for understanding how childfree-based decision making is constructed and mobilised both offline through traditional activism, and online through networking across digital spaces.