Marketing
companies have cleverly picked up on this trend. P&G
have started targeting male customers for their home products. One
way that P&G have achieved this is to, for lack of a better word,
“dumb down” the process of chores. This year, P&G introduced
Tide Pods which eliminates the need for pouring and measuring.
They've also introduced the Bounce dryer bar, which is a fabric
softener installed in the dryer that lasts for months.
In
addition,
just
in
time for football season, Tide, a National Football League sponsor,
put New Orleans Saints quarterback Drew Brees on its sports-gear
detergent bottles. Thebrand signed up TV host and husband Nick Lachey
as a spokesman. I'm guessing this has to do with associating men with
chores and making chores “masculine.”
You
know things aren't a fluke when even marketing companies are picking
up the good news. Things are looking pretty bright for women
everywhere. It’s
the 21st century. We're allowed to vote. We’re allowed to have
jobs. We can voice our opinions, get an education. It seems as though
we’re (almost) equal, right? Yes, we hear about the occasional
gender pay gap, the occasional uneven distribution of household
chores, but nothing too
big. Generally speaking, men are contributing more to chores.
Everyone's happier. Or are they?
Here's
where the universe plays a little joke on us. A
recent Norwegian study found that the divorce rates for couples who
share
housework
are
fifty percent higher than for couples in which the wife assumes the
sole responsibility for
household
chores.
“The
more a man does in the home, the higher the divorce rate,” said
Thomas Hansen, co-author of the study.
Although
the researchers couldn't find a cause and effect relationship between
a man's duties at home and divorce rates, it could be a sum of other
factors, including a modern perception of marriage. Does
this mean that
couples who share housework value marriage less, or that women
nagging their partners about helping out around the house may lead to
divorce more? We don't know. But I guess not everyone's happy after
all.
So
thanks, universe. So much for equality between the sexes. Do we now
have to choose between chore equality and marriage? It now seems like
it. Maybe it's not rainbows and sunshine for the near future anymore
because in a divorce, everyone loses. But in a world where women and
men still can't divide up chores evenly, everyone also loses. If this
is a sad reality of life, and these two notions cannot reconcile
themselves, then I don't think we'll ever reach an age of equality.
And it would be a sad day indeed.