Unilever-owned Dove Men+Care has partnered with Alexis Ohanian to support the fight for paid paternity leave in the United States.
The brand has made a US$1 million commitment to fund dads and their families who don’t have access to paid leave and is inviting everyone to show their support for a father’s right to paternity leave by signing The Pledge for Paternity Leave.
“Since we launched in 2010, the Dove Men+Care brand has communicated that modern masculinity is defined by the way men care,” said Nick Soukas, VP of Skin Cleansing & Baby Care for Unilever. “By supporting this important initiative, our goal is to increase utilization rates of paid paternity leave for those men who have access to it and encourage other companies to come together and offer men paid paternity leave so they can take the time to care for their families.”
Some 50 percent of fathers believe they should take paternity leave, according to a May 2018 study conducted by the brand, but almost 75 percent agree there’s little to no workplace support for the cause.