If there’s anything that the extended series of lockdown has taught us it is that millennials irrespective of their gender should have the basic life skills to carry out household chores.
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However, that being said, a communication strategy consultant, Karthik Srinivasan took to LinkedIn to point out how Scotch Brite’s logo, the bindi wearing woman is a “gender-marker”.
To our surprise, with a little push from a righteous consumer, the parent company of the brand has indicated their plans towards changing the logo that normalises gender roles and norms.
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In his appeal, Srinivasan pointed out how all Scotch Brite products except for the lint roller incorporated a woman logo in the packaging. He further went on to explain:
The gender marker is clear when you see that the lint roller, which has a man’s coat in the product pack, doesn’t have it!
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Towards the end of his statement, Srinivasan urged the company to change its gender-role enforcing logo. His post that gathered a lot of likes and reactions sparked a healthy debate between netizens on the platform.
In 2020, such gender markers seem awkward and out of place. I sure hope the good folks at 3M take note of this legacy logo and update it.
-Karthik Srinivasan
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Atul Mathur agreed with Srinivasan’s post and further said that the company believes, household chores should be equally be divided between family members. Atul’s quote response further mentioned:
At the same time we also began to work internally on changing the brand vector. I am pleased to inform you that you will see the logo change a few months down the line.
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And to be honest, the company accepting, agreeing and having an open mind for discussion about a regressive logo is the kind of tolerance and healthy two-way understanding that will bring in a revolution of change.