In the past Olympians, authors, actors and various other groups have been honoured. This year, to coincide with the 100th anniversary of International Women's Day, the Australian Postal Corporation printed four stamps commemorating the contributions of four feminist "trailblazers", Germaine Greer, Anne Summers, Eva Cox and Elizabeth Evatt.
Only here is the peculiar thing. During the lunch to launch the stamp, the word feminism was not uttered once. Zero. Zip. Niente.
The word was also absent from a documentary played during the lunch that covered the lives and contributions of the four women. Julia Gillard's "Message from the Prime Minister" skipped over the word, as did the message from the managing director and chief executive of Australia Post.
Even Greer, on making the acceptance speech on behalf of the four women, did not use it.
It was bizarre. After all, can you imagine if they had been honouring top Olympians without using the words athlete or Olympian?
Afterwards I spoke to Greer to get her thoughts on it all. "Feminism?" she queried. "Oh it's such an old-fashioned word anyway." Cox and Summers went one step further, describing the word as both traditionalist and conservative.
"To be honest, I am not - and never have been - hung up on the word 'feminism','' says Summers. ''I never used it when I was young because feminism was seen as very conservative and backward-looking then. Today's young women have a similarly disdainful attitude. They see feminism as old-fashioned - just as we did when we were the same age. To me, what matters is that women (and men) support women's equality and all that is needed to achieve that. It's what we think and how we act that really matters."
Cox adds that feminism was an extremely conservative term and so "was not the term preferred by many '70s activists who used the term women's liberation [which was considered far more radical]".
It's an interesting perspective and one that is not often mentioned in the mainstream media: that our most famous "feminists" consider the term outmoded, cautious and traditionalist.
This raises an interesting question: if the word gets in the way and derails debate - and if women's liberationists themselves don't even identify with the word - then is it better to simply dispose of it?
Maybe. Only there is another side to this story. Inside the tent feminist activists might argue over which term is the most powerful and radical, but outside the tent the campaign against the word "feminism" has nothing to do with trying to keep the movement radical. Quite the opposite.
The truth is that anti-feminists have a vested interest in demonising the word in order to do away with it and the power it affords young women. And there are multiple ways of doing this.
According to the author Jessica Valenti, the easiest way to scare young women off the word feminism is to threaten to hit them with the ugly stick.
"Ugly stays with you. It's powerful,'' she says. ''It's also the easiest way to dismiss someone and her opinions. And this is one of the many reasons we hear so many young women saying 'I'm not a feminist but . . .'."
At other times girls are told that feminism was a failure of an idea. Then they are told that feminism has succeeded so completely that it is no longer necessary. Confusing, isn't it?
And if feminism really is already dead then why are so many people trying to kill it?
The reality is that words are powerful and many gains have been won under this particular word. But the fact that so many people still misunderstand or take offence at the very idea of feminism is proof there is still a need for it.