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Indesit found that despite 74 per cent believing traditional gendered roles to be totally outdated, six in 10 Brits admit that they and their partner still have ‘set’ chores they each tend to look after, with women feeling they take on the main share*.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

Ends

 

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: www.registermyappliance.org.uk

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 WhirlpoolCorp.com.

For further press information and images please contact:
Hannah at jmm PR

Tel: 01536 414555

Email: hannah@jmmpr.co.uk

21st September 2021

About jmm PR:

jmm PR is a PR, social media and influencer marketing agency that offers a range of bespoke and innovative marketing services that can make a real difference to your business.

With decades of experience and proven success in raising the profiles and awareness of brands and businesses, jmm PR has extensive public relations and commercial knowledge, which can effectively contribute to the growth of your business. In addition, services include writing press releases, proof reading and copy writing, plus campaign and event support, social media and influencer planning and marketing.

jmm PR offers solutions for businesses of all sizes, including PR packages designed to support SMEs in addition to annual press office management to complement marketing plans of larger organisations.

For more information, please visit the website www.jmmpr.co.uk or contact the team on 01536 414555 or contact@jmmpr.co.uk

Categories

Archives

Recent Posts

Our Twitter Feed

jmm PR 23 hours ago

In case you haven’t heard, @HotpointUK recently launched a new premium range of washing machines, which benefit from innovative GentlePower technology and guarantee immaculate cleaning results! Read more about the stunning new range here: bit.ly/3FXYjwj

test Twitter Media - In case you haven’t heard, @HotpointUK recently launched a new premium range of washing machines, which benefit from innovative GentlePower technology and guarantee immaculate cleaning results! 

Read more about the stunning new range here: https://t.co/0m4VroVDQX https://t.co/tAS5vk2rIn
jmm PR 2 days ago

Halloween is just 12 days away! We’re already planning which designs we’ll be carving into pumpkins this year, and if you’re looking for some creative and unique ideas, check out this great article from @CountryLiving 🎃bit.ly/3ja6go8

test Twitter Media - Halloween is just 12 days away! We’re already planning which designs we’ll be carving into pumpkins this year, and if you’re looking for some creative and unique ideas, check out this great article from @CountryLiving 🎃https://t.co/4vB19hmdsD https://t.co/lgThsY1vf7
jmm PR 5 days ago

We have been scouring the internet for our favourite articles of the week. This week brings keeping your bedroom cosy and decorating with black for a stylish living room. Read the full story on our blog, available here: bit.ly/30z97AV Image: Future PLC/ Darren Chung

test Twitter Media - We have been scouring the internet for our favourite articles of the week. 

This week brings keeping your bedroom cosy and decorating with black for a stylish living room. 

Read the full story on our blog, available here: https://t.co/mL7Xdf4Cio

Image: Future PLC/ Darren Chung https://t.co/Kr70K4Bmqv
jmm PR 5 days ago

AM Labels enjoyed tremendous success while attending a number of exhibitions throughout September 2021. Read the full story on our blog, available here: bit.ly/3oZF934

test Twitter Media - AM Labels enjoyed tremendous success while attending a number of exhibitions throughout September 2021.

Read the full story on our blog, available here: https://t.co/vcz2NNexXW https://t.co/qDplx9Z0ku
jmm PR 6 days ago

It’s #NationalBakingWeek, so major domestic appliance manufacturer, Hotpoint, has sought out expert advice from some of the UK’s top bakers to help consumers become budding bakers in their very own kitchen. Read the full story on our blog, available here: bit.ly/3mZmnq2

test Twitter Media - It’s #NationalBakingWeek, so major domestic appliance manufacturer, Hotpoint, has sought out expert advice from some of the UK’s top bakers to help consumers become budding bakers in their very own kitchen.

Read the full story on our blog, available here: https://t.co/d8jYkYJLTV https://t.co/DTHvABPgaI
jmm PR 6 days ago

The Kitchen Bathroom Buying Group (KBBG) hosted its seventh Annual Members’ Meeting on 11th October 2021. The event was co-sponsored by Caple and Novy and took place at the Williams Experience Centre. Read the full story on our blog, available here: bit.ly/2YM7b7d

test Twitter Media - The Kitchen Bathroom Buying Group (KBBG) hosted its seventh Annual Members’ Meeting on 11th October 2021. The event was co-sponsored by Caple and Novy and took place at the Williams Experience Centre.

Read the full story on our blog, available here: https://t.co/iUZUBM8chl https://t.co/sY3RbXLxlZ