New Swiffer Cleaning Index Shows Roles in
the Home Have Evolved! Dads Today Pitch in Two Times More Than
Their Dads Did
Surprisingly, stereotypes still exist about dads’ role in common
household chores. That’s why Swiffer® has partnered with one of
America’s favorite dads, Anthony Anderson from the television show
“black-ish,” to help shed light on the perception that dads don’t
handle the “dirty work” in their homes. With Anderson assisting
production as the project’s creative advisor, Swiffer® today
unveils its #SwifferDad docu-style video showcasing a modern
perspective on the evolving roles in the home, from the perspective
of real dads and their kids.
Anthony Anderson, center, has fun with
real dads from the #SwifferDad video, Tuesday, April 14, 2015, in
New York, to celebrate the modern dad and the positive effect of
his hands-on role in the home. Anthony served as creative advisor
for the video which showcases the dads and their kids. Pictured,
from left to right, are Mike Johnson, Beau Coffron, Patrick Carrie
and Doyin Richards. (Photo by Diane Bondareff/Invision for
Swiffer/AP Images)
“As a working dad and husband myself – and one who cleans floors
and drives the carpool – this is a story I can relate to and am
excited to help tell,” said Anderson. “We cook! We clean! We do
house work! What I love about the #SwifferDad campaign is that it’s
about celebrating the hands-on role that most of us play – it
portrays who we really are as modern dads. And the best part is
that this shift to shared responsibility for chores is having a
positive effect on our kids.”
Dads today are active partners, sharing cleaning and childcare
responsibilities; in fact, according to the Swiffer Cleaning
Index1:
- Americans say that dads today are
pitching in with chores nearly two-times more than their dads did
growing up. Roles have really evolved.
- Half of dads say they do the majority
of the cleaning in their home. The division of chores makes it all
about teamwork in the home today.
- 98 percent of dads agree that having a
clean home makes them happy.
These research findings are particularly compelling given recent
national headlines on the topic of dads doing housework and the
positive effect it has on their children – it means raising more
productive daughters2 and heavily influencing their child’s
perspective on gender equality3.
“With this docu-video, we’re acknowledging the democratization
of cleaning and the many dads who take a hands-on role in the home,
alongside their partner,” said Kevin Wenzel, Associate Brand
Director at Procter & Gamble. “We know that dads do clean! It’s
great to work with Anthony to help celebrate dads and the extra
moments they can enjoy with their family because cleanup is covered
quickly and effectively with products like our Swiffer WetJet, a
true dad favorite in the cleaning arsenal.”
To help tell the story, Swiffer and Anderson interviewed four
well-known dad social influencers (and their kids) who have made a
name for themselves by standing tall and proud for the changing
role of dads today, including: Beau Coffron (Lunchbox Dad), Patrick
Carrie (Getting Rad with Dad), Mike Johnson (Playground Dad), and
Doyin Richards (Daddy Doin’ Work).
To help spread the word about the campaign, Anderson and the
four #SwifferDad ambassadors are encouraging people to watch and
share the #SwifferDad video, available today on Swiffer’s YouTube
channel along with video of Anthony behind-the-scenes on set. In
addition, people can follow @Swiffer for a chance to win a coveted
Big Green Box featuring Anthony’s favorite floor cleaning tool, the
Swiffer WetJet.
The Swiffer WetJet helps retire the old-fashioned mop and bucket
in favor of a quick, effective tool that traps and locks dirt and
grime, instead of pushing it around. The Swiffer WetJet is
available for $21.99 at retailers nationwide.
For more information on the Swiffer family of products, visit
www.swiffer.com, www.facebook.com/swiffer, www.twitter.com/swiffer
or www.youtube.com/swifferusa.
ABOUT SWIFFER®In 1999, Swiffer made its debut and soon
established itself as both a pioneer in the cleaning systems
category and a pop culture icon. Swiffer products have starred on
“Saturday Night Live,” have been featured in Hollywood blockbusters
and have graced the cover of Rolling Stone. With the support of
Swiffer fans around the world, Swiffer has built a family of
distinctive products built smarter than traditional cleaning tools.
Today, Swiffer® Sweeper, Swiffer® Sweeper Heavy Duty, Swiffer®
SweeperVac®, Swiffer® WetJet®, Swiffer® Dusters®, Swiffer® 360°
Dusters, Swiffer® Dusters Extender, Swiffer® Dust and Shine and
Swiffer® Steamboost® are used in more than 50 million households
worldwide and continue to revolutionize the way people clean.
ABOUT PROCTER & GAMBLEP&G serves nearly
five billion people around the world with its brands. The
Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®,
Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®,
Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®,
Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The
P&G community includes operations in
approximately 70 countries worldwide. Please
visit http://www.pg.com for the latest news and in-depth
information about P&G and its brands.
1 Methodological Notes: The Swiffer Cleaning Index was conducted
by Wakefield Research (www.wakefieldresearch.com) among 1,000
nationally representative U.S. adults ages 18+, between June
12th and June 20th, 2014, using an email invitation and an
online survey. The margin of error for this survey is +/- 3.1%.
2 Croft, Alyssa; Schmader, Toni; Block,
Katharina; and Baron, Andrew Scott, May 28, 2014,The
Second Shift Reflected in the Second Generation: Do Parents’ Gender
Roles at Home Predict Children’s Aspirations?, University of
British Columbia Department of Psychology
3 Croft, Alyssa; Schmader, Toni; Block,
Katharina; and Baron, Andrew Scott, Psychological
Science, July
2014; vol. 25, 7: pp. 1418-1428., first
published on June 2, 2014
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20150414006980/en/
Procter & GambleJulia LaFeldt ,
513-983-2663lafeldt.j@pg.comorCitizen RelationsJamie Lorenz,
212-613-4950jamie.lorenz@citizenrelations.com
Procter and Gamble (NYSE:PG)
Historical Stock Chart
From Mar 2024 to Apr 2024
Procter and Gamble (NYSE:PG)
Historical Stock Chart
From Apr 2023 to Apr 2024