Based mostly in Mumbai, Saptarshi offers developments and observations to assist native and world shoppers higher perceive Indian shoppers’ psyche. Previous to becoming a member of Mintel, Saptarshi has labored with varied market analysis companies throughout FMCG, healthcare, media and know-how house.
The notion that ladies ought to shoulder the vast majority of home obligations continues to be extensively held in most of India, however that could be altering: 60% of Indian males say they need to do family chores to cut back the burden on their partner/relations, in accordance with Mintel analysis. Nonetheless, 32% of males discover chores troublesome and 34% lack confidence in utilizing family cleansing merchandise.
To beat such obstacles, listed below are some methods manufacturers can encourage males’s participation in family chores:
Share tips and suggestions for doing family chores extra effectively and successfully
Whereas this sounds apparent, almost half (49%) of Indian males need sensible recommendation on easy methods to make family chores simpler, and the necessity is especially noticeable amongst males aged 25 to 44 (53%). This presents a chance for manufacturers to take a extra lively function in helping males on this facet.
For instance, manufacturers can create extra commercials and use social media platforms corresponding to YouTube to boost consciousness about how male shoppers can share family chores. Ads and model promotions may embody suggestions and steerage on easy methods to use family merchandise. Surf Excel Matic’s industrial encompasses a father and son who, after the son spills ketchup on his shirt, reveal how straightforward it’s to take away a stain by merely performing the motion “pour, rub, pour”.
Surf Excel Matic‘s industrial (Supply: YouTube)
Improve the provision of gender-neutral homecare options
The notion of family merchandise as too female limits male shoppers’ want to do house responsibilities; 41% of youthful Millennials (aged 25-31) imagine that is the case. This notion could be attributed to the truth that family product imagery usually depicts ladies, and packaging and promoting are inclined to focus extra on ladies of the home.
Manufacturers can enhance gender neutrality of their positioning and promoting of family merchandise to beat this barrier. For instance, the Llyod Unisex Washing Machine advert depicts laundry as a gender-neutral exercise.
Llyod Unisex Washing Machine advert (supply: Twitter)
Moreover, the need of males to care for his or her partner and relations offers a chance for manufacturers to focus on the advantages of equal family chore distribution. Manufacturers can reveal family chores as an act of caring – shifting away from the stereotypical gender function of a girl caring for her husband and the household’s well being. This additionally opens up the opportunity of males being the choice maker in buying family merchandise, thus increasing a model’s shopper base.
Promote well being advantages of doing family chores
43% of males, significantly working adults aged over 25, say that sustaining bodily health is a vital motivator for them to do family chores. Manufacturers can faucet into male shoppers’ health wants by emphasising how utilizing the product whereas performing a selected bodily family activity is a wholesome exercise. This is applicable to merchandise that require a specific amount of energy and vitality, corresponding to cleansing actions.
UN Ladies’s #HeForShe motion launched the #HeForSheAtHome marketing campaign in 2020 to ask males to share how they’re stepping as much as do their equal share of house responsibilities. The marketing campaign additionally included an informative graphic incentivising house responsibilities by well being advantages.
UN Ladies #HeForSheAtHome marketing campaign (Supply: Instagram)
What we predict
The conversations in regards to the burden of family work have elevated because the begin of the pandemic, and types see themselves having a task to play in shaping perceptions of gender equality at residence. As shoppers regularly return to some stage of normalcy and hybrid work turns into prevalent throughout many industries, manufacturers can proceed to interact males by highlighting the significance of gender steadiness at residence. Provided that males didn’t develop up in a social construction that skilled them to do chores, it’s clear that they require help as they be taught the talents and uncover enjoyment in doing it.
