The Telegraph: Why Mothercare needs to change its name, for the good of all parents
by Matt O’Connor, Founder, Fathers4Justice
Back in the last century, when labour was predicated on biology, men had strength and toiled in the fields, and women gave birth and raised children.
Today, in our so-called age of equality, these prehistoric stereotypes, transformed by technological revolution, are shadows of our past, not beacons for our future.
We’re obviously better off for it, too. Most people now agree that children need the best of both their parents, and that mums and dads deserve equal recognition and respect.
Which is why the name of leading children’s retailer Mothercare is a constant irritant for many dispirited dads. For those dads, who I talk to through my work for Fathers4Justice, the name implies that whilst mothers care, fathers don’t.
In an age of equality, they argue, isn’t the casual sexism of a name like ‘Mothercare’ an anachronism?
They have a point. According to the Equal Opportunities Commission, over a third of all childcare is now carried out by fathers. In progressive countries like Sweden, over 40pc of separated families share in the care of their children.
In the 1980’s it was just 1pc. The name Mothercare not only excludes half the parents of our children on the basis of their gender, but diminishes and devalues the role of dads and reinforces ancient cultural stereotypes.
It makes some dads who shop at Mothercare feel like second-class parents. And for those who believe these men are being over-sensitive – or exaggerating outrage for effect – I ask you to consider a simple test: reverse the genders and imagine rebranding the store ‘Fathercare’. Now imagine an army of smart-phone waving mothers from Mumsnet Towers, blockading store entrances with dirty nappies, prams and baby-food encrusted high-chairs, demanding the name be changed immediately.
Now imagine the lightening-speed response of the retailer to their demands.
At this point, it’s important to note that it isn’t just fathers who are concerned.
Many mums and dads are worried about the message gender specific brand names like Mothercare send out to children. The conditioning of children to believe that only mothers care is not only wrong, but leaves a toxic legacy imprinted on vulnerable minds; that somehow dads do not love or care for their kids.
Worse still, we live in a country where over three million children live in fatherless homes, and where 1 in 3 children never see their father again after their parents separate. These children face significantly tougher life chances; fatherless young people are almost 70 per cent more likely to take drugs and 76 per cent more likely to get involved in crime.
Dad deprived children also suffer from complex emotional challenges, with 91pc of teachers reporting that family breakdown has an adverse impact on children’s mental health.
The only antidote to the cancer of fatherlessness and the erosion of fatherhood is the recognition, integration and celebration of dads in the lives of their children and families by society.
That means retailers who sell products to children and families have an ethical responsibility to ensure their brands recognise and respect both mums and dads.
That’s why Fathers4Justice have written to Mothercare CEO, Mark Newton-Jones, asking him to change the name of Mothercare to reflect the increasing role fathers play in the raising of their children and the move towards parental equality both inside and outside the home.
Dads deserve to be valued and recognised by retailers.
The question is, will Mothercare?
Read more here: http://www.telegraph.co.uk/men/thinking-man/mothercare-needs-change-name-good-parents/?utm_source=dlvr.it&utm_medium=twitter
