“In 1966, three hundred largely female activists, frustrated with the inaction of the Equal Employment Opportunity Commission (EEOC) in countering discrimination on the basis of sex, founded the National Organization of Women (NOW) to fight for equal rights of women and improvements in their daily lives, including more equal marriages and better daycare.”

Freeman uses NOW as an illustration of women’s frustrations at the time. The creation of NOW due to the inaction of the EEOC implies that perhaps the EEOC was male dominant in power and thinking. Women needed an organization that better represented them by first hand, direct control. The creation of NOW also stressed how important it was for not just opportunities, but also on the condition of equality. Their demands for desegregated job listings show this.