Sei-katsu-sha Forum: Gender Equality at Home

Dec. 14, 2017
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Tokyo—December14, 2017—Hakuhodo Institute of Life and Living ASEAN (“HILL ASEAN”), a think tank established in Thailand in March 2014 by Japan’s second largest advertising company, Hakuhodo Inc. (Minato-ku, Tokyo; Masayuki Mizushima, President & CEO), today announced findings from its latest research into ASEAN sei-katsu-sha in Bangkok.

Titled “New Perspectives on Gender Equality at Home: Who Rules the House?,” the presentation covered the division of household chores and childrearing between husbands and wives in ASEAN and the processes ASEAN couples go through when deciding purchases. It also highlighted the implications these findings have for marketing. HILL ASEAN announces findings from its research into ASEAN sei-katsu-sha, Hakuhodo’s term for the holistic person, once a year. This was the forth such presentation.

As a topic, gender equality gets a lot of attention in global society. HILL ASEAN studied gender from the perspective of sei-katsu-sha, looking at equality between spouses.

HILL ASEAN’s research shows that Traditional households, where the husband works outside and the wife takes care of the home and children, are now in the minority, at just 22.7%, and families where household chores and childrearing duties are shared are the majority, at 75.7%. These Sharing households can be further subdivided into Task-based Sharing households, where household chores and childrearing roles are shared equally, and Flexible Sharing households, where these tasks are handled flexibly by whoever can do it at the time. Switched households, where the wife works outside and the husband takes care of household chores and childrearing account for 1.5%.

The research also found that the degree of satisfaction with the division of roles differed between the four household types: (1) Traditional: Husband works outside and wife takes care of household chores and childrearing, (2) Task-based Sharing: Husband and wife share housework and childrearing equally, (3) Flexible Sharing: Household chores, childrearing, etc. are handled by whoever can do it at the time, and (4) Switched: Wife works outside and husband takes care of household chores and childrearing. The research revealed that couples in Task-based Sharing households are particularly satisfied with their arrangements, and that there are differences in the decision-making processes between household types.

For details on the presentation, please visit the HILL ASEAN website at

Hakuhodo Institute of Life and Living ASEAN observes ASEAN sei-katsu-sha from unique viewpoints and makes proposals from insights gained from its fresh perspectives.

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