IKEA launches game to map gender gaps in everyday life

Recently, IKEA UK teamed up with the Ingka Group and relationship expert Jennie Miller to create a free digital game called FiftyFifty on the brand's Instagram Stories.

FiftyFifty asks 10 questions to guide couples into an honest conversation about equality while having fun along the way. Some of these questions include "name the best and worst chores", "what is your worst household habit" and "how much time do you spend on chores each week".

According to the Organisation for Economic Co-operation and Development (OECD), women globally do three times as much unpaid care and housework as men.

Peter List, IKEA’s global head of equality, added: “One in three women in key retail markets where IKEA operates say their careers are hindered because they work more at home than men. We have a responsibility to assist them with this. This issue, as well as a responsibility to assist our customers, as they also expect to make a difference outside the home.”

Hopefully this game will encourage both partners to find a solution that works for them.