Changing Housework from a JOB to JOY Procter & Gamble Japan
  • Expertise



In Japan, conservative attitudes to gender roles, and the firmly ingrained stereotype that housework is women’s work, can mean that misjudged attempts to challenge the status quo are met with considerable backlash. This project sought to account for such risks by developing data-driven messages, securing the advance cooperation of influencers, and preparing to respond to any potential criticism. External partners were leveraged in detailed planning and analysis, and the project successfully resonated with its target audience. This not only promoted a perception shift in individual households, but also created a path for a broader change in attitudes throughout Japanese society.