Canada's Chore Gap: 3 in 5 Canadians say children today spend less time on chores compared to when they were young

79 per cent of Canadians surveyed feel children who grow up without doing chores are more likely to grow up with an unhealthy sense of entitlement

TORONTO, March 30, 2016 /CNW/ - Children today are doing less housework than they used to and this 'chore gap' could impact their future development, according to a new survey.  In a survey of Canadians conducted by Whirlpool Canada, respondents believe the benefits from doing chores stem from a positive attitude towards housework. However 59 per cent of Canadians surveyed said children today spend less time doing chores compared to when they were young.

There are two main areas where parents see chores influencing development. When children have a positive attitude towards household tasks, 67 per cent of Canadians believe it causes increased independence and 57 per cent say they see an enhanced ability to work well with others. The survey builds off of the Whirlpool Every Day, Care campaign launched in the U.S. that aims to change the perceptions of how people view the daily chores that are necessary to care for loved ones.

Whirlpool Canada has enlisted the help of acclaimed therapist and parenting expert Alyson Schafer to unpack the true value of housework. "Too often children are excused from helping, or treated like indentured servants who resist being ordered around," said Ms. Schafer. "Instead we need to invite them to help and participate in the jobs needed to keep the home running smoothly. It's these contributions and helpfulness that make children feel valued, feel a part of the family, and build life skills for when they set up their own home." 

"Although they may seem insignificant, tasks like laundry or preparing meals are small actions that have the power to make a world of difference," said James Oh, vice-president of marketing at Whirlpool Canada. "These results speak to the lasting impact that these 'acts of love' can have for generations to come. Whirlpool Canada has played an important role in helping families take care of each other for decades. This care has inspired us to bring innovative and technologically advanced appliances to market that fit seamlessly into family routines."

Further interesting survey data includes:

  • 89 per cent of Canadians surveyed feel parents need to lead by example if they expect their children to adopt a positive attitude to doing household chores
  • 59 per cent of Canadians surveyed feel it is most appropriate to start giving children household chores when they are between five and eight years old, while 27 per cent view the ages of nine to eleven years the best time to start giving chores to children
  • Among parents surveyed with children at home, 50 per cent describe their household as opting for a clear division of responsibility, while only 28 per cent say they try to do chores together and 20 per cent of parents do all of the chores themselves    

Whirlpool Canada will continue to share further insights gathered from its survey on its social channels in the coming months. The public is encouraged to join the conversation with the hashtag #EveryDayCare.

About the Survey

The national online survey of 1,748 Canadian adults was conducted between January 27th and February 1st, 2016. Final survey data were weighted based on the 2011 Census according to age, gender and region in order to provide a representative sample of the Canadian population. For comparative purposes, a random sample of 1,748 respondents would yield a margin of error of +/- 2.3, 19 times out of 20. 

About Whirlpool Brand

For more than one hundred years, Whirlpool brand has been inspired by how people care for their families.  Whirlpool brand is designing home appliances that are focused on improving how families give and get the care they need with the latest technologies and innovations – whether that means flexible refrigerator storage for all types of family needs, induction technology for efficient cooking and easier cleaning, or laundry pairs that sense and adapt to clothes with the latest in connected technologies. Whirlpool brand is part of Whirlpool Corporation, the world's leading manufacturer and marketer of major home appliances. Whirlpool Corporation is also one of Habitat for Humanity's largest corporate partners for over 15 dedicated years, donating a refrigerator and range to every new Habitat for Humanity home built in North America. For more information on Whirlpool, please visit or find us on Facebook at or Twitter at @Whirlpool_CA.  Additional information about the company can be found at

SOURCE Whirlpool

For further information: Margaret O'Donoghue, Hill+Knowlton Strategies for Whirlpool Canada, 416-413-4788,

Organization Profile


More on this organization

Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890