Indesit #DoItTogether campaign - washing machine

The ‘Mental Load’ – Indesit #DoItTogether Study Highlights Emotional Strain Of Household Chores

As part of its #DoItTogether campaign, Indesit conducted a study with 2,000 people to dig deeper into the subject of gender roles when it comes to tackling the household chores. The Indesit #DoItTogether campaign encourages chore collaboration at home so that families have more time to spend together doing the things they love.

Indesit found that despite 74 per cent believing traditional gendered roles to be totally outdated, six in 10 Brits admit that they and their partner still have ‘set’ chores they each tend to look after, with women feeling they take on the main share*.

The study also found that there is an even greater discrepancy with the hidden ‘emotional labour’ associated with household tasks, which includes the planning, thinking about, preparing, anticipating, and keeping track of what needs to be done. 49 per cent of women report spending more time thinking about chores, whereas men are more likely to carry out a task if it visibly needs to be done (49 per cent), such as washing up a big pile of plates because there are no clean ones left*.

The data reveals that men are still in charge of taking out the bins and clearing out the drains, while women take charge of the washing up, laundry and cleaning the toilet. While many households try to allocate tasks equally, with six in 10 men feeling that it is evenly split, a large percentage of women (72 per cent) believe that they still bear the brunt of upholding most household chores as opposed to only 35 per cent of men*.

To relieve the pressure on families, Indesit designs its appliances to be simple and safe to use, allowing everyone in the family to get involved, making it that much easier to share household chores. The latest appliances from Indesit feature ‘Push&Go’ technology to save time and help with storing and cooking food for all the family, cleaning up after mealtimes, in addition to washing and drying clothes, towels and bedding.

Indesit will be working with a variety of social media influencers to increase awareness of its #DoItTogether campaign and time-saving appliances. Family bloggers and content creators will be putting Indesit appliances through their paces, getting family members involved with household tasks such as preparing and helping to cook the dinner as well as loading the washing machine and dishwasher.

Charmaine Warner, Indesit Brand Manager, says: “Even though ‘pink and blue’ jobs seem like an outdated concept, it does appear that these clichés are still around in our society, without us really noticing. Indesit champions gender equality in the home, and with our innovative Push&Go technology, doing tasks together in the household has never been easier, helping address the imbalance in chore sharing which is being faced in many homes.”

Dr Emma Hepburn comments, “Sharing chores equally in the household is important – allocating tasks is a start, but dividing the mental load more equally is just as important. This might be planning together for what needs done when or allocating specific planning tasks, so that everyone has clarity and ownership. Children are like sponges, so allowing them to witness an equal share in the division of mental and physical chores can be instrumental to the development of their behaviour and beliefs about the household.”

For more information on the Indesit #DoItTogether campaign, please contact your account manager, or visit the website at



Notes for editors:

* Research was conducted by OnePoll surveying 2,000 adults.


Other stats:

  • Women tend to take charge of the cooking, dusting and vacuuming, while men are most likely to be responsible for washing the car, unclogging plugholes and the DIY jobs, such as replacing lightbulbs*.
  • And in 54 per cent of homes, men are also most likely to handle the lion’s share of cutting the grass*.
  • But descaling the shower, looking after pets and steaming the carpet are shared equally between household members*.
  • The survey also showed that men tend to need more gratification, with 30 per cent admitting to sending a picture of a completed chore to their partner*.


Image captions:

  1. Indesit appliances boast Push&Go technology to save time and allow all members of the family to help out with the housework
  2. The Indesit #DoItTogether campaign encourages chore collaboration at home so that families have more time to spend together doing the things they love


About Indesit:

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.

Whirlpool UK Appliances Limited fully supports the AMDEA safety initiative, Register My Appliance, and is committed to encouraging householders to register their appliances:

Whirlpool Corporation (NYSE: WHR) is committed to being the best global kitchen and laundry company, in constant pursuit of improving life at home. In an increasingly digital world, the company is driving purposeful innovation to meet the evolving needs of consumers through its iconic brand portfolio, including Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, JennAir, Indesit and Yummly. In 2020, the company reported approximately $19 billion in annual sales, 78,000 employees and 57 manufacturing and technology research centers. Additional information about the company can be found at

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Tel: 01536 414555


21st September 2021

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