Add in home working and home schooling due to lockdowns, and the situation is exacerbated even further. Relationship expert Jennie Miller said: “In the best of times, the division of household chores can be challenging for couples and add an unnecessary level of stress. Recent research** on the effects of COVID-19 indicates that the load of additional household work during the pandemic is unevenly carried by women. That’s why IKEA felt like the perfect partner for International Women’s Day, because they’re really trying to help make the world more equal from the ground up.”įiftyFifty arrives at a crucial time, with ongoing lockdowns intensifying many household pain points. And that really has to start in our own homes, in our own lives and relationships. As a society, we still have a way to go to ensure women have the same opportunities, the same chances to succeed, as men. There are so many places where inequality still exists but goes unseen. Zara said: “As a female artist, I feel the effects of inequality in my industry every day – many people don’t realise music is still such a male-dominated space. The concert will be streamed on YouTube to fans all over the world. Next week, on International Women’s Day, Zara will then appear in a free virtual gig, using her voice and platform to speak openly about an issue that is close to her heart, while performing songs from her new album ‘Poster Girl’. A short film released today sees Larsson officially unveil FiftyFifty and deliver a frank yet empowering message about the importance of tackling inequality in the home. To support the launch of the game and inspire as many people as possible to play, IKEA has partnered with Swedish singer, and passionate feminist, Zara Larsson. IKEA collaborates with Zara Larsson to voice the need for everyday equality With women still doing up to three times more unpaid care and domestic work than men globally*, FiftyFifty strives to bring better balance in the home at a time when people are spending more time inside than ever before. Created with relationship expert Jennie Miller, FiftyFifty takes couples through 10 questions designed to start honest conversations about everyday equality, while having a bit of fun in the process. Ingka Group is taking on inequality in the home for International Women’s Day with the launch of a free digital game on IKEA Instagram feeds. IKEA will mark the game’s launch by hosting a virtual concert by Swedish pop icon and passionate feminist, Zara Larsson.Developed in collaboration with relationship expert Jennie Miller, FiftyFifty is a conversation game to help couples work out how to balance household responsibilities.
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