Why brands should support modern parents against old biases
Americans are often told by businesses and brands that dated gender roles are firmly in the past, but when it comes to raising a family, not all parents feel that same support. Ipsos data indicates that many American parents think businesses have further to go.
Even as broader views on gender evolve in the U.S., outdated prejudices can persist in the workplace. Nearly two in five Americans agree that having childcare responsibilities come up during the working day is more likely to damage the career of a woman, while almost a quarter of American men say a man who stays home to look after his children is less of a man.
That means that brands and businesses looking to promote ESG to buttress their reputations should start by looking inward — and implement gender-neutral policies that reflect and encourage equal opportunities, like paternal and caregiver leave.
In a social age, employees are increasingly visible (and vocal) as brand ambassadors — so businesses should ensure that their workers’ experiences match their brand’s public-facing values.
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