Yes, what if…

What if we stopped placing such an emphasis on women and their role as caregivers in our society?  What if both mothers and fathers were seen as equal caregivers for their children? 

• This would debunk the stereotype that mothers are the only ones who can adequately care for children. 

• It would also allow both parents to live in flow, rather than feeling constantly pulled in different directions. 

• It would mean a society where children know they can rely on both parents as caregivers.

• And finally, it would enable each person to become more themselves, less of fulfilling the old socially constructed gender stereotype.

What could change in the marketing world?

• This could most likely be a massive challenge for some marketing platforms as it would change all the stereotypical gender roles that way too many products and brands are still showcasing, yup even in 2022.

• We would see a shift towards products and advertisements that are more personal and individualized, towards both parents not only mothers.

• We would see a shift towards focusing more on who people are at the core, and less on who they have to be because of the social construct you’ve grown up in.

Is it About Political Policy or Individual Change?

I believe we need both, and I’ll explain why.

Iceland (my home country) has been the number one country in the world for gender equality by the World Economic Forum for the past 12 years. 

Despite this achievement, we have not reached it fully.  We are only not as bad as all the other countries that we compare ourselves to, meaning there are still many challenges to overcome. 

What has been so clear to me in the process is that when society changes its perspective and opens up for more fluid gender roles.  It’s literally debunking the old stereotypical gender roles, that have given fathers space to be equal to the mothers as caregivers for their children.

Policymakers and politicians can do their part.  Creating the legal ground for equity to existing.  However, we as a society, as individuals, must look inwards at our own unconscious programs and biases. 

What kind of a society do you want to live in, and raise your children in?

If you want to see, parents being equally seen as caregivers.  You need to talk that way.  Starting with taking away the ‘mother’ bit and placing ‘parents’ in.

Imagine the outcome of that change.

Imagine what that small change in words can open up for parents to see and feel that they carry responsibility in raising a child/children? 

And imagine what change that could bring for children and their families? 

What if parents would be equally seen as caregivers for their children? CLICK TO TWEET THIS!