I think most people aren't feminists because woman are in many western societies pretty equal legally, the only deal is that you have a lot of gender stereotypes persisting in both ways. Legally there are some issues but they are on both sides - child custody disputes almost automatically favor mothers, sexual assault on male's is still pretty ridiculed (had a few cases of teachers forcing her pupils to have sex with her), I have heard some oddball stories about women falsely accusing people of raping them and getting away with it etc.
Feminism has this misandristic image to it now-a-days.
The problem is that society is still objectifying woman a lot more than men, so it seems very sexist when you see all the billboards plastered with half-naked female models. But I think this is mostly down to current human psychology, most girls I talk to aren't bothered by the billboards and admit to actually finding these more attractive than half-naked male models for advertising purposes. Men obviously usually prefer half-naked woman over men. Basically apparently (but again, this is from personal experience) women find a fit. good looking female model more pleasing to look at than some fit, good looking male in most cases.