March 17th, 2016, Chennai: The conversation of inequality within the household, particularly when it comes to housework and chores is one of growing social importance for women across the country and indeed the world. In India alone, more than 80% of women believe that – men feel household chores are ONLY a woman’s job**! Ariel India was proud to join the conversation on – Is Laundry Only A Woman’s Job? back in January 2015.
As the social debate continues to evolve, a new study by an independent third party reveals that 2 out of every 3 children believe that household chores are a mother’s job*, with the stereotype of gender roles being passed down from one generation to the next. With more than 70% of men believing that laundry and housework are their wife’s job*, the message of gender equality within the household takes even greater importance today. With the objective of supporting women in their debate, and bringing to surface this important social cause, Ariel India joins women across the country and indeed the globe in asking Dads to #ShareTheLoad!
Renowned South Indian Actress Priya Anand adds, “I am glad to support and spread Ariel’s new message which encourages Dads to #ShareTheLoad. The independent study shows that a significant number of men believe laundry and housework are a woman’s job. As someone with many examples in my own family, where men and dads #ShareTheLoad, I think it important to amplify and spread awareness of this conversation.”
Commenting on the Movement, Associate Brand Director, Sharat Verma said, “Research shows that more than 70% of children today believe that household chores like laundry is only a mother’s job*. This prejudice of household inequality is being passed down from one generation to the next and Ariel’s movement aims at supporting women and men across the globe as they bring this issue to the forefront. In order to help drive change we are glad to join this conversation and encourage Dads to #ShareTheLoad with Ariel, and also get the benefit of best stain removal in 1-wash.”
The new film from Ariel India has more importantly received the support of women across the globe, with close to 29MM views across social media platforms, as they continue the debate on household equality.
