Marketers: June Cleaver days are over

New study shows men and women are fed up with female-centric marketing

TORONTO, May 17, 2016 /CNW/ - Harbinger, the expert in marketing to women, has found men are stepping up and are increasingly more open-minded about taking on traditionally female-centric household jobs like laundry, cleaning and cooking in a new study.

As a result, marketers may want to re-evaluate their strategies. Here are some of the survey highlights:

  • 69% feel that brands unfairly portray gender roles or stereotypes with regard to household chores
  • 71% would like to see brands portray men contributing to household chores more often
  • 56% are more likely to purchase brands that show men and women contributing equally to household chores

Marketers would be wise to keep up with these changing roles, as it is likely to pay off on their bottom line.

"Consumers are prepared to open their wallets and show loyalty to brands that reflect modern gender-inclusive households in their marketing and to disconnect from brands that don't," says Jennifer Lomax, vice president, strategic planning, Harbinger.

Attitudinal shifts are opening doors for marketers to connect with the aspirational North American home by showing a more equitable division of household chores. The study also suggests an opportunity for brands to empower men to do more.

Women would appreciate more support in doing the laundry and cleaning in particular, as these are areas where women and men agree he could do more; nearly half (44%) of women say he is not doing his fair share of laundry and cleaning and nearly a third (30%) of men admit they are falling short in these areas.

One of the things that may be holding men back is a fear that they lack the skills or experience necessary to take on some of these household tasks. The study found ability is the top factor in how household jobs are assigned and an even more significant factor for men (47%) than women (42%).

"Men in particular may just need more confidence to overcome a perceived lack of ability for some jobs," says Lomax. "Educating and empowering men to step up is a win-win marketing strategy, as both genders want to see men succeed in doing more around the home." 

For more information on the study, click here to register for the Harbinger webinar - Evolution of Gender Roles at Home – taking place today (May 17) at 1:00 PM (EDT). Following the webinar, to obtain a copy of the research whitepaper - Evolving Gender Roles in the Modern North American Household – click here.

In addition, Harbinger polled the membership of Ellevate Network, a global professional women's network, to contrast their behaviours and attitudes against those of the average North American.  For these results, check out the recorded webinar at

About Harbinger
For more than 25 years Harbinger has been focused on helping marketers understand, reach and connect with women. The agency has a broad range of clients spanning a variety of consumer goods and services.

About Ellevate Network
Ellevate Network believes in the positive impact of women in business.

Ellevate's mission is to help women advance in the workplace, both for themselves and the greater good. They strive to change the culture of business from the inside out - by investing in women.

SOURCE Harbinger Communications Inc.

Image with caption: "Evolving gender roles in the home (CNW Group/Harbinger Communications Inc.)". Image available at:

Image with caption: "Harbinger Communications Inc. (CNW Group/Harbinger Communications Inc.)". Image available at:

For further information: For more research information or to arrange an interview with Jennifer Lomax, contact: Harbinger, Marion Morris,, 1-877-960-5100 x 260


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