Campaign highlights chore equity

Procter & Gamble is launching its ‘Come Clean to Close the Chore Gap’ campaign in Canada, an initiative that educates families on the equitable division of household work. Research shows three-in-10 (31 percent) Canadians had more help with chores from their spouse or partner at the height of the pandemic versus today.

Every family is unique, and the chore gap will look different in every home. Sharing chores is common in 73 percent of Canadian households but, in most, the responsibility of chores still falls on one person – usually a woman. The campaign encourages everyone in the household to do their part, building positive relationships in the process. In fact, 86 percent of respondents to P&G's poll feel that sharing household chores is part of being a good spouse or partner, with the majority agreeing that it makes their relationship stronger.

In addition, research shows eight-in-10 Canadians feel that sharing household chores sets a good example for children, and when all members of the household contribute, everyone has more time for other activities. These resources help teachers and parents address household chore division and equip them with tools to teach children how to contribute.