Ikea: FiftyFifty

IKEA has always focused on creating a better everyday life at home through good quality, affordable furniture. However, a better everyday is also an equal everyday, and the company believes that gender equality at home is a crucial part in creating gender equality in society. But living on top of each other this past year has brought to light the increasingly unequal division of household work. And this is where Ingka Group would like to help. With women still taking on the biggest load of work - doing up to three times more unpaid care and domestic work than men globally according to OECD* - Ingka Group is using International Women’s Day to launch an online game to help couples open an honest and fun conversation about how to better balance responsibilities in the home. Developed in collaboration with relationship expert Jennie Miller, FiftyFifty is available for free via IKEA Instagram Stories in more than 20 countries. Over the course of a handful of questions, the game takes couples on a journey to unpack the roles and dynamics in their homes in a positive way. The intention is that both players become winners, as couples are inspired to think of solutions that suit their individual circumstances. FiftyFifty arrives at a crucial time, with ongoing lockdowns intensifying many household pain points. Recent research on the effects of Covid-19 indicates that the load of additional household work during the pandemic is unevenly carried by women. Ingka Group has pledged to close the gender gap in all parts of its business. FiftyFifty is free to play on IKEA Instagram Stories from today.