Increasing parental leave uptake : A systems social marketing approach

Journal article


Duffy, Sarah, van Esch, Patrick and Yousef, Murooj. (2020). Increasing parental leave uptake : A systems social marketing approach. Australasian Marketing Journal. 28(2), pp. 110-118. https://doi.org/10.1016/j.ausmj.2020.01.007
AuthorsDuffy, Sarah, van Esch, Patrick and Yousef, Murooj
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, 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.

Keywordsgender equality; parental leave; systems social marketing; macro-social marketing; organisational policy; public policy
Year2020
JournalAustralasian Marketing Journal
Journal citation28 (2), pp. 110-118
PublisherElsevier Ltd
ISSN1441-3582
Digital Object Identifier (DOI)https://doi.org/10.1016/j.ausmj.2020.01.007
Scopus EID2-s2.0-85079513824
Page range110-118
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online01 May 2020
Publication process dates
Accepted30 Jan 2020
Deposited09 Jun 2023
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https://acuresearchbank.acu.edu.au/item/8z223/increasing-parental-leave-uptake-a-systems-social-marketing-approach

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