IKEA Creates ‘FiftyFifty’ Game To Portray How The Gender Gap Is In Everyday Life
Image via IKEA UK
IKEA UK believes that a better tomorrow means an equal tomorrow. In its latest move, the company is addressing gender inequality at home for International Women’s Day.
IKEA has teamed up with Ingka Group and relationship expert Jennie Miller to create a free digital game on its Instagram Stories, called FiftyFifty.
FiftyFifty takes couples through 10 questions designed to start an honest conversation about equality, while letting them have fun in the process. Some of the questions include, “Name the best and worst house chores,” “What’s your worst home habit?” and “How many hours a week do you spend on housework?”
According to the Organisation for Economic Co-operation and Development(OECD), women get up to three times more unpaid care and domestic work than men globally. FiftyFifty strives to bring balance in homes, where people are spending more time at due to the pandemic. The aim is to encourage couples to think of positive solutions that fit their circumstances.
IKEA has also enlisted singer Zara Larsson to support the launch of the game.
“In the best of times, the division of household chores can be challenging for couples and add an unnecessary level of stress,” Miller explained. “And with women still undertaking more of the basic care needs, this is causing strains in many relationships, regardless of their length or the life stage of the couple. FiftyFifty provides a pause button to help us all, regardless of gender, revaluate, and re-set our home life.”
IKEA’s global head of equality, Peter List, added that the unequal sharing of responsibilities at home has held women back personally and in the professional world.
“A third of women in the key retail markets where IKEA is present say that their careers are held back because they do more in the home than men. We owe it to them to play our part in helping to address the imbalance, and equally to all our customers who expect us to help make a difference beyond the walls of IKEA. Greater equality at home means greater gender equality in society,” he shared.
[via LBB Online, cover image via IKEA UK]
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