As women make progress in the professional world, there is a a growing need for their partners to share the workload at home.
Ariel has been unearthing the reality of inequality within households since 2015 with their award-winning movement #ShareTheLoad. In continuation, the popular laundry detergent brand is back to raise yet another pertinent question on the equal upbringing of children.
This time, they urge mothers to be the flag-bearers of change and relook at the way they are raising their sons, so that they can be equal partners tomorrow! With the belief that mothers have a strong empathetic point of view, the brand urged this generation of mothers to raise their children as a generation of #equals.
As the society is changing, there is a need to give attention to raising sons differently. For example, teaching them some new life skills like laundry or cooking, to help better manage their future and make them advocates of household equality. If not taught to #ShareTheLoad, the sons of today become the husbands of tomorrow, who may not be prepared to be #equalpartners.
Recently, the brand hosted a panel discussion with actors Rajkummar Rao, Patralekha, Director Gauri Shinde, BBDO Head Josy Paul, and Sonali Dhawan, Marketing Director P&G India and over 100 mommy bloggers and the media present, to discuss the prevalence of gender disparity in India and the need for sons #ToShareTheLoad.
They shared that while more men today are sharing the load than ever before, we are still many steps further from the ideal state of an equal future. The panel also went deeper into the latest Ariel film- Sons #ShareTheLoad. The newly-released edition of #ShareTheLoad, has resonated with many parents, newly married couples, influencers and has already received tremendous support and commendation from audiences across India.
The film that released on January 24th, 2019 has already garnered 15 Million views and growing stronger.
I for once am super proud of my 10 year old son #JeehanBajaj who has been my best support back at home and even in my work outside home. From helping me around the house running errands, keeping the house spic and span, paying the utility bills, doing the laundry and so much more.
Yes! He is my only son, and I’m raising him not to discriminate between a job. I am sure these sentiments are echoed by my other friends and family members who raising their sons and daughters with #EqualUpbringing.
“For me it’s no different between my 10yr old son Ruhaan or my 13yr old daughter Aarushi, both assist me as equals in any work assigned from cooking to cleaning to running errands”, says Jatika mom to the kids.
“Me and my wife can go out together because our son handles all the household chores and even takes care of the pets while we away” says Utpal Khot, father to 17 year old Pranav who is currently in junior college. He continued, “Pranav has been a big help since he was a kid independent and very responsible for himself”.
Another mommy friend Bindi Gandhi who is an active homebaker with her 10year old son Kanhai shares the same experience.
Ariel #ShareTheLoad movement started in India to address the household inequality that exists in our society. In 2015, Ariel raised a very relevant question – ‘Is laundry only a woman’s job?’ to draw attention to the uneven distribution of domestic chores. With the 2016 ‘Dads Share The Load’ movement, the conversation was aimed at unearthing the reason for the disparity, which is the cycle of prejudice passed down from one generation to the next. The movement has had a significant impact over the years, with more men sharing the load than ever before.
In 2015, 79%* men thought household chores are a women’s job. In 2016, 63%* men thought household chores are a woman’s / daughter’s job and ‘outside’ work is man’s / son’s job. In 2018, this number has reduced to 52%*.
Despite progress, more work is still to be done. Ariel continues to have this conversation by making laundry the face of the movement against inequality within households, because with Ariel, anyone can get best results no matter who does the laundry.
An eye opening thought….