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.

When we buy baby gear we expect it to be safe, and while no parent wants to hear that their gear is being recalled we appreciate when those recalls happen as a preventative measure—before a baby gets hurt.

That's the case with the recent recall of Baby Trend's Tango Mini Stroller. No injuries have been reported but the recall was issued because a problem with the hinge joints mean the stroller can collapse with a child in it, which poses a fall risk.

"As part of our rigorous process, we recently identified a potential safety issue. Since we strongly stand by our safety priority, we have decided to voluntarily recall certain models of the Tango Mini Strollers. The recalled models, under excessive pressure, both hinge joints could release, allowing the stroller to collapse and pose a fall hazard to children. Most importantly, Baby Trend has received NO reports of injuries," the company states on its website.

FEATURED VIDEO

The strollers were sold through Amazon and Target in October and November 2019 and cost between $100 and $120. If you've got one you should stop using it and contact Baby Trend for a refund or replacement.

Four models are impacted by this recall:

  • Quartz Pink (Model Number ST31D09A)
  • Sedona Gray (Model Number ST31D10A)
  • Jet Black (Model Number ST31D11A)
  • Purest Blue (Model Number ST31D03A

"If you determine that you own one of these specific model numbers please stop using the product and contact Baby Trend's customer service at 1-800-328-7363 or via email at info@babytrend.com," Baby Trend states.

News

[Editor's note: While Motherly loves seeing and sharing photos of baby Archie and other adorable babies when the images are shared with their parents' consent, we do not publish pictures taken without a parent's consent. Since these pictures were taken without Markle's permission while she was walking her dogs, we're not reposting them.]

Meghan Markle is a trendsetter for sure. When she wears something the world notices, and this week she was photographed wearing her son Archie in a baby carrier. The important thing to know about the photos is that they show the Duchess out for a walk with her two dogs while wearing Archie in a blue Ergo. She's not hands-free baby wearing, but rather wearing an Ergo while also supporting Archie with her arm, as the carrier isn't completely tight.

FEATURED VIDEO

When British tabloids published the pictures many babywearing devotees and internet commenters offered opinions on how Markle is holding her son in the photo, but as baby gear guru Jamie Grayson notes, "it is none of our business."

In a post to his Facebook page, Grayson (noted NYC baby gear expert) explained that in the last day or so he has been inundated with hundreds of messages about how Markle is wearing the carrier, and that while he's sure many who messaged with concerns had good intentions he hopes to inject some empathy into the conversation.

As Grayson points out, these are paparazzi photos, so it was a private moment not meant for world-wide consumption. "This woman has the entire world watching her every move and action, especially now that she and Harry are leaving the umbrella of the royal family, and I honestly hope they are able to find some privacy and peace. So let's give her space," he explains, adding that "while those pictures show something that is less than ideal, it's going to be okay. I promise. It's not like she's wearing the baby upside down."

He's right, Archie was safe and not in danger and who knows why the straps on Markle's carrier were loose (maybe she realized people were about to take pictures and so she switched Archie from forward-facing, or maybe the strap just slipped.)

Grayson continues: "When you are bringing up how a parent is misusing a product (either in-person or online) please consider your words. Because tone of voice is missing in text, it is important to choose your words carefully because ANYTHING can be misconstrued. Your good intentions can easily be considered as shaming someone."

Grayson's suggestions injected some much-needed empathy into this discourse and reminded many that new parents are human beings who are just trying to do their best with responsibilities (and baby gear) that isn't familiar to them.

Babywearing has a ton of benefits for parents and the baby, but it can take some getting used to. New parents can research safety recommendations so they feel confident. In Canada, where the pictures in question were snapped, the government recommends parents follow these safety guidelines when wearing infants in carriers:

  • Choose a product that fits you and your baby properly.
  • Be very careful putting a baby into—or pulling them out of—a carrier or sling. Ask for help if you need it.
  • When wearing a carrier or sling, do not zip up your coat around the baby because it increases the risk of overheating and suffocation.
  • Be particularly careful when using a sling or carrier with babies under 4 months because their airways are still developing.
  • Do not use a carrier or sling during activities that could lead to injury such as cooking, running, cycling, or drinking hot beverages.

Health Canada also recommends parents "remember to keep your baby visible and kissable at all times" and offers the following tips to ensure kissability.

"Keep the baby's face in view. Keep the baby in an upright position. Make sure the baby's face is not pressed into the fabric of the carrier or sling, your body, or clothing. Make sure the baby's chin is not pressed into their chest. Make sure the baby's legs are not bunched up against their stomach, as this can also restrict breathing. Wear the baby snug enough to support their back and hold onto the baby when bending over so they don't fall out of the carrier or sling. Check your baby often."

Meghan Markle is a new mom who was caught off guard during a moment she didn't expect her baby to be photographed. Every parent (no matter how famous) has a right to privacy for their child and the right to compassion from other parents. If we want people to learn how to safely babywear we can't shame them for trying.

Mama, if you've been shamed for wearing your baby "wrong" don't feel like you need to stop. Follow the tips above or check in with local baby-wearing groups to get advice and help. You've got this.

News

We often think of the unequal gender division of unpaid labor as a personal issue, but a new report by Oxfam proves that it is a global issue—and that a handful of men are becoming incredibly wealthy while women and girls bear the burden of unpaid work and poverty.

According to Oxfam, the unpaid care work done by women and girls has an economic value of $10.8 trillion per year and benefits the global economy three times more than the entire technology industry.

"Women are supporting the market economy with cheap and free labor and they are also supporting the state by providing care that should be provided by the public sector," the report notes.

FEATURED VIDEO

The unpaid work of hundreds of millions of women is generating massive wealth for a couple of thousand (predominantly male) billionaires. "What is clear is that this unpaid work is fueling a sexist economic system that takes from the many and puts money in the pockets of the few," the report states.

Max Lawson is Oxfam International's Head of Inequality Policy. In an interview with Vatican News, he explained that "the foundation of unpaid work done by the poorest women generates enormous wealth for the economy," and that women do billions of hours of unpaid care work (caring for children, the sick, the elderly and cooking, cleaning) for which they see no financial reward but which creates financial rewards for billionaires.

Indeed, the report finds that globally 42% of women can't work for money because of their unpaid care responsibilities.

In the United States, women spend 37% more time doing unpaid care work than men, Oxfam America notes in a second report released in cooperation with the Institute for Women's Policy Research.

"It's an economy that is built on the backs of women and of poor women and their labour, whether it's poorly paid labour or even unpaid labour, it is a sexist economy and it's a broken economy, and you can only fix the gap between the rich and the poor if at the same time you fix the gap between women and men," Lawson explains.

According to Lawson, you can't fight economic inequality without fighting gender equality, and he says 2020 is the year to do both. Now is a great time to start, because as Motherly has previously reported, no country in the world is on track to eliminate gender inequality by 2030 (one of the Sustainable Development Goals adopted by 193 United Nations member countries back in 2015) and no country will until the unpaid labor of women and girls is addressed.

"Governments around the world can, and must, build a human economy that is feminist and benefits the 99%, not only the 1%," the Oxfam report concludes.

The research suggests that paid leave, investments in childcare and the care of older adults and people with disabilities as well as utilizing technology to make working more flexible would help America close the gap.

(For more information on how you can fight for paid leave, affordable childcare and more this year check out yearofthemother.org.)

News

It's been more than a decade since federal guidelines were implemented to ensure nursing mothers have the time and space to pump at work, but as Motherly has previously reported, many mothers still find it extremely challenging to maintain a pumping schedule in the workplace.

This week a new study out of the University of Georgia showed that while most women report having access to private spaces and break times for pumping there are still significant "gaps in access to workplace breastfeeding resources" and the researchers recommend employers take action to reduce breastfeeding disparities.

"We know that there are benefits of breastfeeding for both the mother and the infant, and we know that returning to work is a significant challenge for breastfeeding continuation," says Rachel McCardel, a doctoral student at UGA's College of Public Health and lead study author. "There is a collective experience that we wanted to explore and learn how can we make this better."

FEATURED VIDEO

The challenges of breastfeeding in 2020

There is a lot of pressure on mothers to exclusively breastfeed, but nearly half of mothers feel like they must make a choice between breastfeeding and keeping their job. A baby's mother is the best person to decide whether the infant should be breastfed, formula-fed or both, but it should be her choice. When workplace supports for breastfeeding are not in place many mothers feel like they don't have a choice at all.

Public health campaigns and social norms reinforce breastfeeding as the best choice, but a recent survey from Areoflow found that 1 in 3 people (31%) "do not believe employers should be required to provide a lactation room" but at the same time, 90% of those surveyed stated that they believe women should be allowed to pump at work.

For too many women, those contradicting messages mean that pumping at work is an uncomfortable experience, something they need to do nearly in secret. It's an example of the many ways in which mothers are supposed to parent as though they don't work but pretend they aren't parents when at work.

Calling for change in 2020

Half the states in America explicitly protect the rights of nursing parents in the workplace, according to the National Conference of State Legislatures, and federal law also provides protections to nursing workers under the Affordable Care Act. Section 7 of the Fair Labor Standards Act—but millions of working mothers are not covered by those protections, and the new research out of the University of Georgia's College of Public Health suggests that even mothers who are need more support from their employers.

Heather Padilla is an assistant professor at UGA's College of Public Health and the co-author of the study. She recommends employers "designate a person who is responsible for making sure that women who are preparing for the birth of their baby understand what resources they have available to them when they return to work," she said.

Supervisors or HR directors could fill this role, and would fill a gap between company policy and personal experience. Padilla and McCardel found that many women "said they hadn't expected to get much help from their employers, and there was a general lack of communication about the resources available to them."

The work Padilla and McCardel have done reinforces the work we at Motherly are doing: In 2020 we are calling for change, and demanding support for mothers feeding their babies.

Mamas need to work + babies need to eat

For many American mothers work is not a choice, it is a necessity. Mothers are increasingly the breadwinners for their families and it is very hard for mothers, even those with working partners, to be a stay-at-home parent in 2020.

We need paid family leave and protection from breastfeeding discrimination. We need employers to support working mothers who choose to pump, and we need to reduce the stigmatization of formula feeding.

Mama, we see you pumping in your office and mixing formula bottles to take to day care. We see how hard it is and we support you. Know that no matter what your baby is eating—bottled breast milk, formula, or some combination (because breastfeeding doesn't have to be all or nothing)—we know you are working so hard to provide it.

We have declared 2020 the #yearofthemother. Join us, and call for change because McCardel is right—this is a collective experience and it is one we can make better for the mothers who come after us.

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.