IKEA | FiftyFifty

Research shows that women do up to three times more unpaid care and domestic work than men. The division of household chores can be challenging at the best of times, but the situation has been exacerbated further by the addition of home working and schooling during the COVID-19 pandemic. This International Women’s Day (8th March) IKEA wanted to talk about inequality in the home and push the conversation forward. Together with IKEA and relationship expert Jennie Miller we launched FiftyFifty: a free digital card game available on Instagram Stories. FiftyFifty takes couples, housemates, friends and co-workers on a journey to explore the roles and dynamics in our homes in a positive way, asking questions that promote sharing and understanding, so we can raise the conversation without the row.