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  • Why might the pandemic hinder the fight for equality?
  • Why might the pandemic hinder the fight for equality?
    August de Richelieu (2020) ©

How has COVID-19 changed motherhood for Britons?

While the impact of COVID-19 has been felt throughout the UK’s healthcare system, economy, and job market, studies have found that women have been hit significantly harder than men. How has the pandemic affected mothers, and how can brands help them regain a sense of balance?

Location United Kingdom

Anna Xavier’s COVID-19 lockdown experience encapsulated the secondary crisis that has played out for many mothers across the world. Pregnant and with two kids under the age of six, the Stockholm-based entrepreneur became so stressed trying to balance professional and domestic responsibilities that she threatened to leave the family home. “I am now 33 weeks, huge and super-tired – housework has been a struggle,” she told the BBC. [1] But Xavier is still one of the lucky ones. Research from the Institute for Fiscal Studies (IFS) found that mothers in England are 1.5 times more likely than fathers to have either lost their ...



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