Christine Esposito, Managing Editor02.03.21
Even though everyone is home together more often these days, not everyone is sharing the same level of keeping the home clean. In fact, new research conducted by Procter & Gamble reveals that in 65% of households, the responsibility for most chores still falls on one person.
To help remedy that, P&G’s Dawn and Swiffer brands have together launched “Come Clean to Close the Chore Gap,” a campaign “inviting” everyone to do their part to create more equality in the division of household work.
“While many families are taking steps to close the chore gap at home, there is still work to be done,” says Martin Hettich, SVP, P&G Home Care North America. “We believe that who we are at home shapes who we are in the world, and our research shows that when we create more equality at home, there is a positive ripple effect. Relationships improve. Children learn responsibility, respect, and empathy.
Parents and children feel more connected. Come Clean to Close the Chore Gap aims to inspire every member of the family to do their part to create more equality at home as a small step towards creating
more equality in the world.”
As people spend more time at home, the work required to keep the home clean has not only increased but has also become more visible, shedding light on areas of inequality in how household chores are divided and spurring some families to action. According to the research, 63% of women say that they take on the main responsibility for chores at home. Additionally
While this extra time is significant, equality in chores at home is improving as families spend more time together. One-third (34%) of Americans who live with their spouse say that being more aware of the household chores their significant other takes on has made them want to help out more. In addition, 47% of parents have also taken the time at home to engage their kids more in household chores.
While more time at home has certainly presented challenges, those that have taken the opportunity to recalibrate chores are experiencing relationship benefits. In fact, 52% of people living with their spouse report that the changed division of household chores has made them feel closer to one another and 44% say it has made them feel more respected.
“We need to follow an ownership start-to-finish mindset for housework, establishing roles and responsibilities, and communicating clearly,” said Eve Rodsky, author of New York Times Best- Seller Fair Play, “Not only is this model more efficient but it has a huge impact on our relationships. Unpaid work still falls disproportionately on women. That is why we’ve partnered with Dawn and Swiffer to take action and help people close the chore gap in their own homes.”
In general, LGBTQIA+ individuals are more likely to take on half of the household chores compared to their heterosexual peers (29% LGBTQIA+ vs. 19% heterosexual). These couples also report that they are more likely to talk about chores, indicating that having a dialogue around responsibilities is key to closing the chore gap.
Of the men surveyed, 43% say that being more aware of household chores that their significant other takes on has made them want to help out more. For the men who have seen a change in the division of chores at home, there are a slew of positive benefits that they reap, with 52% saying they feel happier, 54% saying they feel more respected and 68% saying their family is stronger.
According to the research, 46% percent of parents feel the additional time spent at home has changed their children's understanding of household chore responsibility and has had a positive impact. In fact, parents whose children have been helping out more during COVID-19 say that as a result, their kids have been more respectful (40%), more grateful (41%), and that it has led to a stronger relationship with them (32%).
There are several factors driving people to become more involved in chores including: wanting to be a good role model for their children (83% of parents); wanting to be fair to their partner/family (74% of parents who live with their spouse); they believe in shared responsibility (75%); they want to avoid conflict/argument (61%); and because sharing chores gives them more time together as a family (55% of parents).
To help remedy that, P&G’s Dawn and Swiffer brands have together launched “Come Clean to Close the Chore Gap,” a campaign “inviting” everyone to do their part to create more equality in the division of household work.
“While many families are taking steps to close the chore gap at home, there is still work to be done,” says Martin Hettich, SVP, P&G Home Care North America. “We believe that who we are at home shapes who we are in the world, and our research shows that when we create more equality at home, there is a positive ripple effect. Relationships improve. Children learn responsibility, respect, and empathy.
Parents and children feel more connected. Come Clean to Close the Chore Gap aims to inspire every member of the family to do their part to create more equality at home as a small step towards creating
more equality in the world.”
As people spend more time at home, the work required to keep the home clean has not only increased but has also become more visible, shedding light on areas of inequality in how household chores are divided and spurring some families to action. According to the research, 63% of women say that they take on the main responsibility for chores at home. Additionally
While this extra time is significant, equality in chores at home is improving as families spend more time together. One-third (34%) of Americans who live with their spouse say that being more aware of the household chores their significant other takes on has made them want to help out more. In addition, 47% of parents have also taken the time at home to engage their kids more in household chores.
While more time at home has certainly presented challenges, those that have taken the opportunity to recalibrate chores are experiencing relationship benefits. In fact, 52% of people living with their spouse report that the changed division of household chores has made them feel closer to one another and 44% say it has made them feel more respected.
“We need to follow an ownership start-to-finish mindset for housework, establishing roles and responsibilities, and communicating clearly,” said Eve Rodsky, author of New York Times Best- Seller Fair Play, “Not only is this model more efficient but it has a huge impact on our relationships. Unpaid work still falls disproportionately on women. That is why we’ve partnered with Dawn and Swiffer to take action and help people close the chore gap in their own homes.”
In general, LGBTQIA+ individuals are more likely to take on half of the household chores compared to their heterosexual peers (29% LGBTQIA+ vs. 19% heterosexual). These couples also report that they are more likely to talk about chores, indicating that having a dialogue around responsibilities is key to closing the chore gap.
Of the men surveyed, 43% say that being more aware of household chores that their significant other takes on has made them want to help out more. For the men who have seen a change in the division of chores at home, there are a slew of positive benefits that they reap, with 52% saying they feel happier, 54% saying they feel more respected and 68% saying their family is stronger.
According to the research, 46% percent of parents feel the additional time spent at home has changed their children's understanding of household chore responsibility and has had a positive impact. In fact, parents whose children have been helping out more during COVID-19 say that as a result, their kids have been more respectful (40%), more grateful (41%), and that it has led to a stronger relationship with them (32%).
There are several factors driving people to become more involved in chores including: wanting to be a good role model for their children (83% of parents); wanting to be fair to their partner/family (74% of parents who live with their spouse); they believe in shared responsibility (75%); they want to avoid conflict/argument (61%); and because sharing chores gives them more time together as a family (55% of parents).