# Conversational Equality Games FiftyFifty Takes Couples Through Questions About Equality at Home By Laura McQuarrie | Published 2021-03-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/equality-game References: [designtaxi](https://designtaxi.com/news/413256/IKEA-Creates-FiftyFifty-Game-To-Portray-How-The-Gender-Gap-Is-In-Everyday-Life/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+designtaxi_news+%28TAXI+Daily+News%29) & [instagram](https://www.instagram.com/stories/highlights/17895961414888828?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) For International Women's Equality Day, [IKEA UK](https://www.trendhunter.com/trends/tidy-up-tune) is tackling inequality at home with a free digital equality game called FiftyFifty. Created with [Ingka Group](https://www.trendhunter.com/trends/hejworkshop) and relationship expert Jennie Miller, the game can be found on IKEA UK's Instagram Stories and it poses questions like: "What’s your worst home habit?” and “How many hours a week do you spend on housework?” Created with couples in mind, the game offers 10 thought-provoking questions to get couples thinking about their roles within the home, and potentially come up with new solutions together in a fun way. At a time when people are spending more time at home and experiencing new levels of stress, the game helps to shed light on who is undertaking basic care needs. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 33% | Activity: 43% | Freshness: 10% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Life](https://www.trendhunter.com/life) ## Key Themes ### Key Themes Behind This Trend - **Digital Equality Games:** The development of digital games that promote equality at home presents opportunities for interactive and engaging discussions about important topics in a fun and accessible way. - **Home Equality Assessments:** As people spend more time at home, there is an opportunity for businesses to provide assessments that highlight inequalities in the home and offer solutions for resolving them. - **Collaborative Household Solutions:** The creation of platforms and tools that facilitate open and productive conversations between household members about shared responsibilities offer opportunities for innovative and constructive solutions to long-standing issues. ### Where This Applies - **Home Goods Retail:** Home goods retailers can leverage digital tools to offer innovative solutions for home equality and provide additional value to their customers beyond products. - **Relationship Counseling:** Relationship counselors can use interactive digital tools like FiftyFifty to foster better communication and understanding between couples and address issues of inequality in the home. - **Childcare Services:** Childcare services can offer workshops and resources focused on promoting equality in the home, providing value to both parents and children by creating more harmonious and equitable households. ## Related on Trend Hunter - [Equitable Chore Apps](https://www.trendhunter.com/trends/pairwork.md) - [Vibrant Unwinnable Board Games](https://www.trendhunter.com/trends/no-worries-if-not.md) - [Household Problem Solver Campaigns](https://www.trendhunter.com/trends/retail-therapy-site.md) - [Living Condition Awareness Dollhouses](https://www.trendhunter.com/trends/unwelcome-home.md) - [In-Store Dating Experiences](https://www.trendhunter.com/trends/ikea-and-breeze.md) - [Earnings-Based Relationship Calculator](https://www.trendhunter.com/trends/fair-share-calculator.md) - [Therapy-Encouraging Furniture Campaigns](https://www.trendhunter.com/trends/couch-counseling.md) - [Separable Home Furnishings](https://www.trendhunter.com/trends/friendly-break-up-collection.md) - [LGBTQI+-Supporting Furniture Brand Partnerships](https://www.trendhunter.com/trends/rainbow-railroad.md)