Print Friendly and PDF

Advertisements are meant to sell us things, but they also sell us ideas. When we were growing up in the 1990s the commercials on TV weren't just selling us toys and junk food, they sold us stereotypes, too. Boys and men were depicted as more aggressive, professional and important than girls, while girls and women were often depicted as caregivers or simply sexual objects.

Back then, we were just kids who couldn't always think critically about the messages we were taking in, but now we millennials are the parents, the providers and the purchasers. And we are letting advertisers know that if they want us to buy things, they have to serve up ideas that we can buy into.

A survey by market research company Kantar found 76% of women and 71% of men believe the way they are portrayed in advertising is completely out of touch. We're grown-ups now and this isn't just about stereotypes in children's advertising (many parents are very conscious about reducing screen time and advertising exposure), but also reflections of our own realities.

Today's dads don't see themselves as bumbling caregivers but as competent parents, and mothers see themselves as complex people with a ton of purchasing power who are deserving of speaking parts, authority and respect, even in a 30-second commercial.

It's 2019. Moms are buying everything, dads are buying diapers and we're raising our kids to reject stereotypes and accept themselves. Corporations that want to sell to millennial families have got to buy in to that, and the good news is, many are.

Building brands by tearing down stereotypes

This month the CEO of Unilever, Alan Jope, took the stage at the world's largest conference on gender equality, Women Deliver, and committed 100% of the ad spend for Unilever's Dove Men+Care line to media representations of dads in caring roles, or what Molly Kennedy, Brand Manager for Dove Men+Care, called "positive dadvertising."

Dove Men+Care's commitment to positive representation of men as caregivers comes as the company is strengthening its parental leave policies and encouraging dads (both those who work for Unilever and those who don't) to actually take any parental leave that is available to them.

The idea is that dads may be more likely to take leave if they see positive role modeling in media, which will help moms, too, because research suggests that taking paternity leave results in fathers doing more unpaid care work as their kids grow. And dads are certainly seeing more caring reflections of fatherhood in advertising, and not just from Dove Men+Care.

Changing diapers and the narrative 

Budweiser just launched an ad showing step-fathers surprising their children with adoption papers, and brands like Gillette and Pampers (owned by Unilever competitor Procter & Gamble) have received a lot of attention for the way their ads are questioning traditional ideas about masculinity and fatherhood. Gillette's stand against toxic masculinity was a viral sensation and Pampers' spokesdad John Legend is now part of a corporate campaign to get change tables into more mens' restrooms.

Donte Palmer—the father whose grassroots viral campaign, #squatforchange inspired Pampers' campaign—says he's pleased to see all this positive dadvertising, telling Motherly, "it means a lot, it's just changing the narrative."

He continues: "To have fathers like John Legend, who has a powerful name in his industry and a huge following, showing the world that we as fathers are the caretakers for our babies means a lot. It shows the 'average Joe' father that he can go to his 9 to 5 job and still come home and take care of his children."

Dr. Michael Kehler, a professor of Masculinities Studies at the University of Calgary says he applauds these companies like Gillette, Pampers and Dove Men+Care for challenging gender roles in their advertising, as "the long-held views of masculinity that have kept men out of caring roles has been intentional and maintained by advertising agencies."

He hopes big brands will consult with masculinities scholars for deeper insight and direction as they craft a new narrative in the media.

"More diverse portrayals, richer and complicated images of masculinity can't help but dislodge privileged white masculinity from its perch," he tells Motherly. "The disruption of these images and the re-writing of a narrative of complex masculinities, less linear, less simplistic, less predictable can similarly be a powerful invitation to rethink masculinities in the future."

According to Kehler, it is incumbent on companies to show a whole spectrum of ways of being a man, but "whether or not the portrayal of adverts reflecting men in caring roles has the desired effect of men taking up unpaid work is yet to be seen."

Walking the walk

What we have seen over the course of the last 15 years is that when big brands make big changes there can be lasting culture change.

Under dim lights in a fifth and sixth-grade classroom, 22 boys and girls are watching a short video that shows all the-behind-scenes magic that goes into making an Instagrammable selfie. When the video ends the facilitator invites questions. A student raises his hand and asks, "Does everyone really do this?"

This incredulous tween and classmates are learning about self-esteem and body confidence in their school in Vancouver, Canada, but similar presentations have taken place in more than 140 countries, because the Dove Self-Esteem Project is now the largest provider of self-esteem and body confidence education in the world.

Dove's been doing this work since before the kids in that Vancouver classroom were even born, since its Campaign for Real Beauty launched in the early 2000s and became a controversial turning point in the way women's bodies are presented in advertising. That campaign is often credited with creating a blueprint for modern advertising that includes more authentic and diverse body types and has brought us to a place where we're seeing real stretch marks and postpartum bellies on underwear models.

"Dove definitely changed the conversation," says Andrea Benoit, Adjunct Assistant Professor of Media Studies in the Faculty of Information and Media Studies at the University of Western Ontario and author of a new book on corporate philanthropy.

"There is no question that Dove opened up a space for other brands to start dipping their toes in that conversation without feeling like they were treading in uncertain or dangerous territory. Now it seems like if you're a brand you can't not be inclusive and accepting of diverse bodies," Benoit tells Motherly.

According to Benoit, the continued existence and expansion of the Dove Self-Esteem Project shows that brands can use their resources for good, but she is uncomfortable with how society and governments have downloaded this kind of social responsibility onto brands like Dove to the point that corporations are providing classroom resources and presentations in schools and through non-profit organizations.

It probably shouldn't be up to a soap company to teach self-esteem, but, at least someone is doing it. Just this month UNICEF announced a 3-year partnership with the Dove Self-Esteem Project aimed at helping girls between 10 and 18 in Brazil, India and Indonesia.

"This is a partnership that we really think can help change how girls view themselves and how the world views girls," UNICEF's Executive Director Henrietta Fore said at the Women Deliver conference. While UNICEF explicitly states that it doesn't endorse any brand, the deal with Dove does suggest UNICEF views the company as a worthy philanthropic partner.

Changing the way we see ourselves

When we were kids the commercials playing on Saturday morning taught us that gender roles are confining, that boys are loud and girls are quiet. But now, you might turn on TV and see a dad changing a diaper, or flip to Cartoon Network and catch spots Dove produced with the popular kids' show Steven Universe, which reinforce body confidence, gender equality and self-esteem rather than stereotypes.

Brands have a lot of power these days (some would argue too much power) to shape how we see ourselves, but we have more power than ever to make informed choices about the brands we support and the power to hold companies to account for their actions. According to Benoit, it's not clear what came first: Inclusive advertising or this generation's desire for it. But what is clear is that it is here to stay and that consumers now demand it. We expect companies to not only make good ads but do good in the world, too.

We are demanding to be seen in a way we couldn't as kids. We're no longer passive children absorbing messages from the television, we are participants in an exchange—both a financial transaction and a conversation about the future of society. Having a good product isn't enough anymore. Brands have got to have a message and a purpose worth buying.


You might also like:

The very best of Motherly — delivered when you need it most.
Subscribe for inspiration, empowering articles and expert tips to rock your best #momlife.

It's finally 2020. It's hard to believe but the old decade is over, the new one is here and it is bringing a lot of new life with it. The babies born this year are members of Generation Alpha and the world is waiting for them.

We're only a few days into the new year and there are already some new celebrity arrivals making headlines while making their new parents proud.

If your little one arrived (or is due to arrive) in 2020, they've got plenty of high profile company.

Here are all the celebrity babies born in 2020 (so far):

Ashley Graham is a mama! 🎉

A new chapter is unfolding for model and podcaster Ashley Graham, who just announced she and her husband Justin Ervin have met their baby.

The baby arrived Saturday, according to a post made on Graham's Instagram Stories.

"At 6:00pm on Saturday our lives changed for the better," reads the Story. "Thank you for all your love and support during this incredible time."

Graham previously announced that she and Ervin were expecting a son. They initially announced the pregnancy on their ninth wedding anniversary.

Congratulations to Ashley and Justin!

Cameron Diaz and Benji Madden just welcomed a baby girl! 🎉

Surprise! Cameron Diaz and Benji Madden are ringing in the New Year as first-time parents!

"Happy New Year from the Maddens!" reads a birth announcement posted to both Diaz and Madden's Instagram accounts. "We are so happy, blessed and grateful to begin this new decade by announcing the birth of our daughter, Raddix Madden. She has instantly captured our hearts and completed our family."

Raddix Madden is the first child for Diaz, 47, and Madden, 40.

The couple say they won't be posting any pictures of their daughter on social media as they "feel a strong instinct to protect our little one's privacy."

Congratulations to the Maddens! 🎉

Dylan Dreyer of 'Today' is a mom of 2! 

Today meteorologist Dylan Dreyer and her husband Brian Fichera, welcomed their second child, Oliver George Fichera, the first week of January 2020. Oliver joins his big brother Calvin to make the family a foursome.

Dreyer is still recovering from birth but her voice was on TV this week when she called into her show with an update on her new family. "I feel good," Dylan told her colleagues. "I just feel so happy and so blessed."

Caterina Scorsone of 'Grey's Anatomy' now has 3 girls!

Caterina Scorsone of Grey's Anatomy has so much to be thankful for in 2020: She's now a mom of three! The actress announced the birth of her daughter via Instagram, noting that her baby's name is Arwen.

Arwen joins big sisters Eliza, 7, and 3-year-old Paloma, who has Down syndrome. Speaking on The Motherly Podcast last year, Scorsone explained how Paloma's diagnosis made her "whole concept of what motherhood was had to shift."

It is likely shifting again, as any mama who has gone from two kids to three knows.

News

When it comes to taking care of the baby and the house, modern dads say they want to be equal partners.

But when Saturday arrives, research shows men are often relaxing while women are the ones doing unpaid housework with a “leisure time" discrepancy of more than 50 minutes a day on the weekends.

The study revealed that women were more likely than men to spend their weekends watching kids or performing housework.

So after a long week of watching kids or clocking hours on the job, what does mom do more of than dad? Work.

Claire M. Kamp Dush, Ph.D., an associate professor of human sciences at The Ohio State University, and lead author of the new study, says she is hopeful we can all find more balance. It's just going to take some hard discussions—and an understanding that there's more than one way to load a dishwasher or dress a baby.

FEATURED VIDEO

The study published in the journal Sex Roles saw Ohio State researchers tracking how 52 dual-income couples spent their time on a minute-by-minute basis as they welcomed their first child. The participating couples kept time diaries for workdays and non-workdays during the third trimester and for about three months after the baby's birth.

The researchers expected to see a lot of entries where mom and dad were doing childcare or housework together, but they didn't.

“Men actually increased their time doing leisure while she was doing work across the transition of parenthood," Kamp Dush shares. “It actually got worse once the baby was there."

According to Kamp Dush, there are a couple of factors behind this disappointing dynamic.

“One thing that's going on is women have a lot of societal pressure put on them to be perfect mothers. So if something is less than perfect with the baby or the house, the consequences are coming back on them," she explains, adding this pressure to have everything done to high standards may lead some moms to micromanage their partners.

If a dad is slacking, Kamp Dush suggests moms ascertain what his motivations are. Often, she says the solution may be as simple as empowering him to do things his own way. (Even if it isn't the outfit you would have picked for the baby...)

“It may also be the case that he just doesn't want to do it and he enjoys his leisure time," says Kamp Dush. If that's the case, she suggests calmly explaining the cost that his rest requires you pay. That may prompt him to do a bit more because, as Kamp Dush says, “He might also enjoy having a happier spouse and co-parent."

The earlier you can have these conversations, the better

Unaddressed resentment in relationships tends to build overtime, which is why it's essential to check in on how you (and your partner) are feeling early and often.

Kamp Dush suggests moms with heavy mental loads write down the tasks and duties they're dealing with. Then rip the list in half and hand it to dad. Couples can certainly negotiate the listed responsibilities, but the important thing is that they're not all on mom.

“Then, you're going to have to let it go," she explains. “Men know how to do these things. As women, we need to just let them do it."

Dads need to do 50 minutes more of unpaid work

The gender disparity in unpaid work hurts our careers, our families and our relationships, but it doesn't have to.

According to the Promundo's State of the World's Fathers' report, if men did 50 minutes of unpaid work a day we could close the gender gap.

"We need men to do our share. Fifty minutes more to relieve women of 50 minutes less would get us really close to equal," the president and CEO of Promundo, Gary Barker, tells Motherly.

When dads are more empowered and moms feel like their household responsibilities are more balanced, the whole family is going to be better off.

[A version of this post was first published July 29, 2018. It has been updated.]

News

For new mamas back to sitting behind their desks at work some six weeks (or fewer) after their babies are born, the institutionalized parental leave policy in Denmark is the stuff of daydreams: Over in that Scandinavian paradise, parents are granted 52 weeks of paid leave to divide between them.

There's no denying this is much, much better than the state of parental leave in the United States, but it isn't quite as perfect as it seems from the outside. According to Denmark's Directorate of Employment, Labour and Social Affairs, women take an average 93% of leave allotted to couples. And when they do return to work, mothers' wages suffer both in comparison to men and women without children.

FEATURED VIDEO

The good news is that it seems the solution to this gender income gap is something we—the mothers of today, even here in America—can do something about.

A new paper from the US National Bureau of Economic Research that examined Danish administration information from 1980 to 2013 found the motherhood penalty “creates a gender gap in earnings of around 20% in the long run," which is comparable to the gap in the United States.

What's more, the income discrepancy only increases for each child a family in Denmark has: If a woman has four children, her income is only $0.60 to every dollar a man makes—10 years down the road.

While this indicates paid parental leave alone may not be the panacea for the gender income gap, the researchers suggest that changing the way we think about roles in the workplaces and homes could help—at least when it comes to the next generation.

“As a possible explanation for the persistence of child penalties, we show that they are transmitted through generations, from parents to daughters (but not sons)," the researchers note, explaining that the more a daughter's mother worked while the girl was growing up, the less the daughter's income was affected when she became a mother.

“Women tend to adopt a balance of paid work and childcare that is correlated with the one they saw their mother strike when they were growing up," Henrik Kleven, a Princeton economist and the paper's lead author, tells Quartz At Work.

What this looks like in practice is splitting household responsibilities from the get-go and encouraging fathers to take more leave. (In Sweden, where fathers are penalized for not taking advantage of paternity leave, women's earning rose an average 7% for each month of leave that men took.)

According to the State of the World's Fathers' report, produced by Promundo (a non-profit organization dedicated to engaging men and boys in gender equality in partnership with Dove Men+Care) 85% of dads surveyed in the United States, the UK, Argentina, Brazil, Canada, Japan and the Netherlands want to take paternity leave, and yet less than 50% of fathers take as much time as their country's policy allows, and social norms, financial pressures and a lack of support from their managers are all factors.

The report also found that if fathers are able to do just under an hour of unpaid work per day, mothers can cut their unpaid labor time by the same amount.

"We need men to do our share. Fifty minutes more to relieve women of 50 minutes less would get us really close to equal," the president and CEO of Promundo, Gary Barker, told Motherly.

This may help shift us toward more income equality today—and, as the research shows, our daughters will really be able to reap the benefits.

[A version of this post was first published January 29, 2018. It has been updated.]

News

There's no doubt: It's a new parenting era than 20 or 30 years ago.

Now faced with questions about how to limit screen time, when to give children phones and how to protect them from cyber threats, there are simply some issues that today's parents can't get advice on from our own parents.

Does that mean it's harder to be a parent today than when we were growing up? Yes, say 88% of young moms and dads.

According to a BPI Network survey of 2,000 parents in the United States and Canada, the leading reasons parenting feels harder than ever include: social media distractions, challenges with two working parents, emotional or behavioral dysfunction, peer competition or bullying, and violence and safety concerns in schools.

FEATURED VIDEO

Of course, most of us weren't fully aware of the challenges our parents faced when we were young—such as the fact they couldn't readily call on their own moms for advice lest they wanted to rack up major long-distance bills and couldn't have anything in the world delivered to their doorsteps within two days.

Regardless of whether it's true, the perception that parenting is harder than ever has contributed to some two-thirds of the respondents saying they've experienced "parental burnout."

"Parental burnout is a state of physical, mental and emotional exhaustion," says Neil D. Brown, LCSW, author of Ending The Parent-Teen Control Battle. "It leaves parents feeling chronically fatigued… and it can lead to depression, chronic anxiety and illness."

With 40% reporting parental burnout has "significantly" affected their qualities of life and another 49% saying it has "somewhat" affected their wellbeing, it's time employers take a vested interest in addressing the issue, says Dave Murray, Chief Strategy and Research Officer at the BPI Network.

"It is staggering to look at the incidence of [parental burnout] symptoms among working parents in America and understand the implications this has for added employee burden, cost, concern and downtime," Murray says, adding that counseling services to promote healthy parenting should "certainly" be among the benefits employers look to offer.

Many working parents are also hopeful that their employers will recognize the importance of practices that support healthy balance between work and life—with 78% of respondents to Motherly's 2018 State of Motherhood survey saying they believe it's possible to combine careers and motherhood. Of those who worked outside the home, the biggest changes they would like to see include subsidies for childcare or on-site childcare, paid maternity leave and more flexible schedules.

In our second annual State of Motherhood Survey in 2019 just over half (51%) of mothers said "I feel discouraged: it's extremely challenging managing trade-offs" associated with combining a career and motherhood.

The consequences of unaddressed parental burnout have an unfortunate way of spilling over to other members of the family. According to a recent study published in the journal Child Abuse & Neglect, a sample of 1,551 parents suggested "parental burnout has a statistically similar effect to job burnout on addictions and sleep problems, a stronger effect on couples' conflicts and partner estrangement mindset and a specific effect on child-related outcomes (neglect and violence) and escape and suicidal ideation."

While employers have a stake in addressing this issue, there's also a lot that individuals can do—like starting by cutting ourselves a break on self-imposed expectations. As research has shown, the more grace we give ourselves and others in the ways we parent, the less prone we ultimately are to burning out.

And while we've heard this all before, it's also worth remembering just how important it is to take time for ourselves. "We must have regular practices to refuel," LMHC Jasmin Terrany previously told Motherly. "We don't need to feel guilty about taking this time for ourselves—our kids will not only learn that self-care is essential, but when we are good, they will be good."

Then don't feel one ounce of guilt about using that time to call someone long-distance or place another Amazon Prime delivery so you can remember that parenting in this day and age does have its perks.

[A version of this post was originally published July 29, 2018. It has been updated.]

News
Motherly provides information of a general nature and is designed for educational purposes only. This site does not provide medical advice, diagnosis or treatment.Your use of the site indicates your agreement to be bound by our  Terms of Use and Privacy Policy. Information on our advertising guidelines can be found here.