Abstract
Research data shows an increased blurring of the boundaries between female and male roles. For example, fathers do more around the house and take on more childcare responsibilities because their partners are more likely to work (Anon, 2007b). As a result, today’s fathers are more “hands on” with their children when compared to their own fathers and grandfathers (Anon, 2007b); the “jobs” fathers do at home now align more with the jobs traditionally reserved for mothers.
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© 2014 Jenny Darroch
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Darroch, J. (2014). Masculine and Feminine. In: Why Marketing to Women Doesn’t Work. Palgrave Macmillan, London. https://doi.org/10.1057/9781137358172_11
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DOI: https://doi.org/10.1057/9781137358172_11
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-47103-4
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