I agree that we shouldn't be regarding it as 'feminism' any more, it is gender equality. There are too many extremist feminists who are poisoning the image for everyone, and so labelling people as feminists could be a step in the wrong direction.
But I think it would be good to get men more aware of the issues with gender equality these days.. a lot of people are so ignorant.
For example, with two men I dated, whenever I even mentioned about gender equality (which really wasn't that often) along the lines of equal pay, and such, they would just snort and say 'uch, you're such a feminist.'
I think people need to be made more aware of how gender inequality can affect them, not just women but also for men.