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A world in which equality at home is a reality for all


Our mission is to shift mindsets and change behaviours to enable a greater sharing of emotional and domestic labour

Women do an overwhelming majority (a disproportionate amount) of household chores and caring often on top of paid work (caring for children, spouses, parents etc). The monetary value of unpaid care work globally for women is at least $10.8 trillion annually – three times the size of the world’s tech industry (Oxfam)

We believe a better balance at home would result in multiple benefits including:

  • freeing up women to achieve their potential;

  • improving relationships between men & women;

  • improving women’s mental health, and many more.

We want to shift attitudes at home, in the workplace and in public provision for equality, and to do this there are many steps we can take. Women need to speak up and support other women. Men need to support women and step up to the plate and start talking about childcare and chores.

The monetary value of unpaid care work globally for women is at least $10.8 trillion annually – three times the size of the world’s tech industry 


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