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  • Increasing parental leave uptake: A systems social marketing approach

    Author(s)
    Duffy, Sarah
    van Esch, Patrick
    Yousef, Murooj
    Griffith University Author(s)
    Yousef, Murooj
    Year published
    2020
    Metadata
    Show full item record
    Abstract
    Ineffective paid paternity leave policies perpetuate gender inequality and have significant, long-lasting outcomes for families, organisations, and the economy. They maintain unequal divisions in child-rearing and household chores that restrict families’ decisions about workforce participation and caring responsibilities. Low levels of uptake of paternity leave are caused by workplace practices, social norms, and economic factors that influence the choices fathers make when their children are born, and which become entrenched over time. Fathers’ early involvement in children's lives is profoundly beneficial for families, ...
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    Ineffective paid paternity leave policies perpetuate gender inequality and have significant, long-lasting outcomes for families, organisations, and the economy. They maintain unequal divisions in child-rearing and household chores that restrict families’ decisions about workforce participation and caring responsibilities. Low levels of uptake of paternity leave are caused by workplace practices, social norms, and economic factors that influence the choices fathers make when their children are born, and which become entrenched over time. Fathers’ early involvement in children's lives is profoundly beneficial for families, therefore, we recommend to policy makers and organisations how they can change internal workplace cultures to allow for a more inclusive image of parenting and a more nuanced image of the ideal male worker. We outline a systems social marketing approach that addresses change at the macro, meso and micro levels through the three E's model (establish, explore, and enable), to help policy makers, organisations, and families consider the implications of meaningful parental leave and the importance of increasing fathers’ uptake. Future research questions for increasing parental leave uptake are presented.
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    Journal Title
    Australasian Marketing Journal (AMJ)
    Volume
    28
    Issue
    2
    DOI
    https://doi.org/10.1016/j.ausmj.2020.01.007
    Subject
    Commerce, management, tourism and services
    Marketing
    Social Sciences
    Business & Economics
    Gender equality
    Parental leave
    Publication URI
    http://hdl.handle.net/10072/397183
    Collection
    • Journal articles

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