You’ve seen the vicious cycle but never realized it. Moms want dads to help out more. Moms criticize them on social media. Mainstream media writes stories about how dads don’t do enough. Advertisers perpetuate the problem by selling products only to moms.

For true equality in household responsibilities, it is crucial that dads are included in advertisements and media with more accurate and positive representation. If mothers want men to be more involved with chores around the house (note: they already are, but that’s another topic for another day), the truth is, they’re barking up the wrong tree. Moms need to take issue with the media and advertisers, not their spouses. Shifting the media narrative to showcase fathers as active and capable participants in domestic tasks is essential.

Doing so portrays reality, because the truth is dads are already helping. They’re also competent parents. Women are no more instinctually capable of caring for children, but it’s the media who would never let us think otherwise.

Historically, advertisements and media have predominantly portrayed women as the primary caretakers and homemakers, reinforcing traditional gender roles. This skewed representation perpetuates the belief that household chores and childcare are predominantly women’s responsibilities. As a result, it’s no wonder men may feel less inclined to participate in these tasks, leading to an unequal distribution of domestic labor. Advertisers have been saying it’s a woman’s job for decades.

Including dads in advertisements and media as equal partners in household chores can help break down these stereotypes. When men see positive portrayals of fathers engaging in tasks like cooking, cleaning, and caring for children, it normalizes their involvement, not just for men, but for women. This representation can also shift societal expectations, fostering an environment where women see men as equals inside the home. Moreover, seeing dads involved in chores and childcare can provide young boys with positive role models, shaping their perceptions of gender roles from an early age.

Brands and advertisers have a powerful influence on societal norms and behaviors. By creating campaigns that feature dads as competent and engaged in household tasks, they can promote a more balanced and realistic view of modern family life. This shift not only benefits women, but also supports men in embracing their roles.

Ultimately, better representation of dads in media and advertisements can contribute to a more equitable distribution of household responsibilities. It reinforces the idea that chores and childcare are not gender-specific but are shared responsibilities that both parents can and should undertake. This change is vital for fostering healthier, more balanced family dynamics and promoting true gender equality in all aspects of life.