Actress Tia Mowry-Hardrict & husband
actor Cory Hardrict, actor Max Greenfield, actor Jesse Tyler
Ferguson and former NFL Player & ESPN Analyst Tedy
Bruschi join effort to promote equality at home
Today, Procter & Gamble Home Care brands Dawn and Swiffer
are coming together to launch “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 more time spent
at home has created a positive shift for some, new research
conducted by P&G reveals that in 65% of households, the
responsibility for most chores still falls on one person.
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Come Clean to Close the Chore Gap
Infographic Highlighting Research Findings (Graphic: Business
Wire)
“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, women spend an
average of over 100 hours per year more on household chores than
men. 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.
Sharing and Discussing Chores Strengthens
Relationships
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). Interestingly, 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.
Men Experience Positive Emotional Benefits from Helping at
Home
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.
Responsibility of Chores Can Help Children Become Better
Citizens
Forty-six 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%).
Equality in Household Chores Creates a Positive Ripple
Effect
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).
“We’re in a time when three of our most important
institutions—family, work, and school—are happening in the same
physical space,” said Arianna Huffington, Founder and CEO of Thrive
Global. “Our homes have become our most important organization, but
we’re not treating them that way. So, we’re thrilled to partner
with P&G around our shared belief that we have a
once-in-a-generation opportunity to create a new normal that’s a
better normal, where responsibilities are divided up in a clear,
fair, and equitable way. Closing the chore gap and helping families
share the mental load means less household stress not only for
women— but for everyone.”
As part of the “Come Clean to Close the Chore Gap” campaign,
Dawn and Swiffer have partnered with dozens of individuals and
families—including actress Tia Mowry-Hardrict and husband actor
Cory Hardrict; actor Max Greenfield; actor Jesse Tyler Ferguson and
former NFL Player and ESPN Analyst Tedy Bruschi—to take a fresh
look at the division of household work and promote equality at
home.
Additionally, Dawn and Swiffer will air a television spot
inviting families to Close the Chore Gap on CBS’ Super Bowl Pregame
show, “The Super Bowl Today,” in an effort to promote positive
conversations in households across America. “We know many families
watch the Super Bowl together and it’s our hope that this message
will spark a dialogue between them. Our research shows when we talk
openly about the Chore Gap we are more likely to work together to
close it,” said Hettich.
Continue the Momentum
For every person who visits closethechoregap.com and commits to
closing the chore gap in their home, Dawn and Swiffer will donate
products to help families in need keep their homes clean and
healthy. The site offers tips and tools to make sharing chores
easier at home, including information about partner S’moresUp, an
app that is on a journey to democratize household management by
making sharing chores easier and more rewarding for families.
“For more than 100 years, P&G has spent time with families,
working to design products that make cleaning a little easier, a
little more joyful, and importantly — able to be shared by everyone
in the home,” said Hettich. “We’ve learned that everyone’s home is
different—so everyone’s chore gap looks different—but we believe
that when the chore gap gets smaller, things get better for all of
us.”
Come Clean to Close the Chore Gap is part of P&G’s ongoing
commitment to equality and inclusion and is among the Company’s
efforts to deliver ‘2,021 Acts of Good in 2021.’ To learn more
about the campaign, visit closethechoregap.com.
About P&G
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit
http://www.pg.com for the latest news and information about P&G
and its brands. For other P&G news, visit us at
www.pg.com/news.
About P&G’s 2,021 Acts of Good in 2021
At P&G, fostering equality and inclusion, supporting our
communities and protecting the planet is embedded in how we do
business. We believe we have a responsibility to make the world
better — through the products we create and the positive impact our
brands and Company can have. Under our Lead with Love campaign,
P&G and its brands like Dawn and Swiffer have committed to
2,021 acts of good this year. In the U.S., consumers can do even
more through P&G Good Everyday, a new consumer rewards program
that helps turn everyday actions into acts of good. Each activity
on the website earns points that can be redeemed for rewards; as
consumers report their own acts of good, P&G automatically
makes donations to causes consumers care about.
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Proctor & Gamble Elizabeth Kinney Kinney.eq@pg.com
765-748-8471
M Booth Taylor Aronowitz TaylorA@mbooth.com 224-619-2722
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