Dove recently launched the Paternity Leave Fund, a campaign to financially assist new dads to take paternity leaves that otherwise wouldn't be able to afford. The fund plans to raise $1 million over two years in an effort to balance the responsibility of family caregiving.
Dove stated that "working dads shouldn't have to choose between their children and a paycheck—because when they take paternity leave, it benefits families, workplaces and communities." This is especially prevalent in the US, where there are no federal laws for paternity leave. Studies suggest that the involvement of a father in a child's life helps to mitigate behavior problems while improving mental health and intelligence.
Dove has previously taken a strong position on the importance of gender equality with its Self-Esteem Project and Be Real Campaign. The Paternity Leave Fund has already been supported by various prominent public figures such as Alexis Ohanian and Shaun T.
Brand-Backed Paternity Leave Funds
Dove Latest Campaign Gives New Dads $5,000 for Paternity Leave
Trend Themes
1. Paternity Leave Support - Companies and organizations offering financial support for new fathers to take paternity leave.
2. Gender Equality in Parental Leave - Campaigns and policies that promote equal parental leave opportunities for men and women.
3. Importance of Father Involvement - Highlighting the positive impacts of fathers' involvement in child-rearing and advocating for more opportunities for paternity leave.
Industry Implications
1. Consumer Goods - Consumer goods companies can support paternity leave initiatives and advocate for policy change, while strengthening their brand values related to social responsibility and family-care.
2. Financial Services - Financial services firms can offer paternity leave loans or benefits programs to their employees, while setting an example for other industries towards prioritizing work-life balance and family-care.
3. Technology - Tech companies can implement their own paternity leave policies and set an industry standard of supporting equal parental leave, while showcasing their values of diversity and inclusion.