IKEA challenges the use of the verb “to help” in the home to fight gender inequality

By newsroom on March 9, 2021   Advertising, Latest, Marketing  

For International Women’s Day, IKEA wrote an open letter to Treccani – one of Italy’s most important dictionary – to analyse how the question “Can I help?” at home shifts the responsibility of housework exclusively to women. IKEA has always tried to improve home life for all. Year after year, the brand studies the behaviours […]