You know why the term “feminism” needs to keep being used, regardless of the negative connotations that are now around it?
It is a movement to empower women, at the end of the day. To say “humanist” (a term already in use for something else) or “equalist” or anything else of the ilk implies a lowering of men and raising of women for equality. That is not what this is. Feminism is increase in female power and acceptance, started by women. To lose the term as women fight for their rights is to fold over and set up for failure. If someone cannot handle the feminine connotations of “feminist”, that’s just evidence of the deep-rooted nature of the patriarchy. “Feminist” SHOULDN’T be a word that makes us uncomfortable.