IKEA Is Helping Us Break The Ice
We cook delicious dishes, clean up clothes, and chase after the kids. We aren’t saying men aren’t pitching in, but women around the world do a staggering three times more housework than men, which leaves them with less time to focus on their own goals and well-being. In 2021, Ikea came up with a fun way for couples to talk about the responsibility gap in their own homes.
The Swedish furniture retailer teamed up with singer Zara Larsson and her model boyfriend Lamin Holmen to advertise their conversation card game FiftyFifty, which encourages families to have lighthearted discussions and even a little role play centered around housework. Don’t worry. The game is digital, so there’s no frustrating assembly required, unlike many things that come from Ikea.