Major domestic appliance manufacturer, Indesit is kicking off its #DoItTogether campaign in July 2019. The campaign continues to focus on the gender imbalance of sharing the domestic chores and is designed to encourage families to think about how to share the chores fairly.
Through a recent study, Indesit explored how modern families approached everyday challenges in the home and the importance of involving children in the household chores. Indesit aims to highlight that educating children and getting them involved in the housework is the right way to move forward to combat the gender imbalance.
Of the 2000 UK adults surveyed, 85 per cent of women claimed to be solely responsible for delegating household chores*. In addition to being accountable for planning the housework, women also felt they did more than their fair share of the chores themselves, with 76 per cent carrying out all the domestic jobs ranging from cleaning and tidying, to gardening and DIY*. The survey confirmed general stereotypes, for example men were shown to do jobs such as taking out the rubbish, painting, mowing the lawn and washing the car more often than women*.
A key objective of the 2019 #DoItTogether campaign is to help improve gender equality by encouraging parents to set a better example to their children and to help educate them, so improving gender balance, in domestic chores, for the next generation. According to the Indesit study, the main reason for involving children in housework was to make the children feel more responsible, which was closely followed by teaching the children the importance of independence*. The study also revealed that 35 per cent of parents used incentives, such as more pocket money, for getting children involved in the housework*.
Indesit manufactures intuitive, straightforward appliances that allow all members of the family to get great results with minimal effort. Easy-to use appliances from Indesit include the recently launched Push&Go slimline dishwashers. Available as both freestanding (DSFO 3T224 Z UK) and fully-integrated (DSIO 3T224 E Z UK) appliances, the 450 mm wide dishwashers benefit from 10 place settings, an efficient ‘A++’ energy rating to keep utility bills to a minimum, and Push&Go – a new daily cycle that makes dishwashing a simpler, faster and fuss-free operation. Push&Go is a single push, one-button system that begins a dedicated cycle, without having to adjust any of the settings or pressing start. Ideal for involving all family members particularly those who are often confused by the abundance of programme options, and special functions, available on many modern appliances.
To help families create delicious recipes together with ease, Indesit has developed its Turn&Cook app, available on both iOS and Android devices, which features a selection of recipe ideas. The app recognises ingredients and recommends tasty recipes to cook using the Indesit Aria built-in oven (KFW 3844 H IX), and is designed to take the stress out of everyday cooking. Users simply have to take a picture of their desired ingredient, turn their smartphone or tablet to the side and explore a selection of recipe ideas.
What’s more, for hassle free clothes washing, the Indesit Innex freestanding washing machine (BWE 101684X W UK) benefits from the clever Push&Wash function. Push&Wash offers outstanding cleaning and stain removal in just 45 minutes at the simple push of the dedicated button.
Sara Bazeley, Brand Manager, Indesit, says: “We conducted a survey to learn more about family life, how chores are delegated and why parents chose to involve their children in the housework. Parenting is vitally important to the equality story, as many of today’s gender roles are learnt when we are children. Parents are the role model for their children, who learn about sharing, respect and responsibility from what they see and experience in the home.
“At Indesit, we are committed to designing easy-to-use, family-friendly appliances that are accessible to all users, ensuring that domestic tasks don’t require any special knowledge, meaning sharing chores is made even simpler.”
For further information on easy-to-use Indesit appliances or the #DoItTogether campaign please visit: https://www.indesit.co.uk/Landings/Do-it-together-3
Notes for editors:
*The online survey using a structured questionnaire was carried out between 27th April and 8th May 2019. A representative sample of the population was defined as follows:
- 2000 adults, 100 per cent parents, aged between 20-64 in the UK
- The Indesit #DoItTogether campaign promotes gender equality in the home and encourages families to share the household chores
- Easy-to use appliances from Indesit include the recently launched freestanding Push&Go slimline dishwasher (DSFO 3T224 Z UK)
- The Turn&Cook app recognises ingredients and recommends tasty recipes to cook using the Indesit Aria built-in oven (KFW 3844 H IX)
- The Indesit Innex freestanding washing machine (BWE 101684X W UK) benefits from the clever Push&Wash function
Indesit is part of Whirlpool UK Appliances Limited. Reliability, practical and user-friendly design are the cornerstones of Indesit’s philosophy, which has seen the evolution and continued development of award winning appliances.
Whirlpool UK Appliances Limited is the only white goods manufacturer to operate its own independent service and logistics operations.
About Whirlpool UK Appliances Limited:
Whirlpool UK Appliances Limited is managed by Whirlpool EMEA, part of Whirlpool Corporation, the global leader in manufacturing and marketing of home appliances.
Whirlpool UK Appliances Limited fully supports the AMDEA safety initiative, Register My Appliance, and is committed to encouraging householders to register their appliances: www.registermyappliance.org.uk
About Whirlpool Corporation:
Whirlpool Corporation (NYSE: WHR) is the leading major appliance manufacturer in the world, with approximately $21 billion in annual sales, 92,000 employees and 65 manufacturing and technology research centers in 2018. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit, Hotpoint and other major brand names in nearly every country throughout the world.
In Europe, Middle East and Africa (EMEA) it has approximately 21,000 employees, a sales presence in more than 30 countries and manufacturing sites in seven countries. Whirlpool EMEA is an operating segment of Whirlpool Corporation. Whirlpool Corp.’s EMEA Headquarters are located in Pero (MI), Italy. Additional information about the company can be found at WhirlpoolCorp.com or find us on LinkedIn and Twitter.
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3rd July 2019