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
Authors | Duffy, Sarah, van Esch, Patrick and Yousef, Murooj |
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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. |
Keywords | gender equality; parental leave; systems social marketing; macro-social marketing; organisational policy; public policy |
Year | 2020 |
Journal | Australasian Marketing Journal |
Journal citation | 28 (2), pp. 110-118 |
Publisher | Elsevier Ltd |
ISSN | 1441-3582 |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.ausmj.2020.01.007 |
Scopus EID | 2-s2.0-85079513824 |
Page range | 110-118 |
Publisher's version | License All rights reserved File Access Level Controlled |
Output status | Published |
Publication dates | |
Online | 01 May 2020 |
Publication process dates | |
Accepted | 30 Jan 2020 |
Deposited | 09 Jun 2023 |
https://acuresearchbank.acu.edu.au/item/8z223/increasing-parental-leave-uptake-a-systems-social-marketing-approach
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