Brie Larson's lead role was heavily marketed as a feminist milestone, with her public comments criticizing the predominantly white male superhero audience and critics, pushing for greater inclusivity and diversity. The film includes prominent diverse casting, such as Lashana Lynch as Carol's black best friend and fellow pilot Maria Rambeau, alongside Djimon Hounsou, Gemma Chan, and Annette Bening in key roles, contributing to a sense of forced representation in a 1990s setting.

Thematically, Carol's arc involves breaking free from Kree indoctrination and Yon-Rogg's (Jude Law) repeated commands to suppress her emotions—interpreted widely as a feminist critique of male control over female expression, culminating in her embracing 'flaws' like anger for power. Skrulls are portrayed as innocent refugees victimized by Kree aggression, adding a mild anti-war, pro-immigrant layer.

Directors Anna Boden and Ryan Fleck emphasized representation and feminism in interviews. These elements fueled massive pre-release review bombing and 'woke' backlash from audiences decrying it as girl-boss propaganda, despite the film's commercial success, highlighting how the progressive framing overshadowed the entertainment for segments of viewers.