Men’s participation in household decisions on the rise: Survey

[] Men have overtaken women in the decision-making regarding furniture purchase at home and are also increasingly participating in household activities, finds a survey by Godrej Interio

Furniture and lifestyle brand Godrej Interio, recently worked on a street survey, ‘Interio Index’ that explores the relationship between men and women, when it comes to selecting furniture for their homes. The street survey was designed to connect and engage in conversations with consumers, before they actually consider a furniture purchase.

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It has been traditionally noted that shopping for homes, is essentially a woman’s domain. Unlike personal consumption categories like electronics or others, where the family weighs in, home décor trends tend to be marketed primarily towards women. However, the survey found that there is a growing participation of men in the household decisions as well, leading to a role-reversal when it comes to home furnishings.

As per Godrej Interio’s Index Survey, men (24.9 per cent) have overtaken women (23.1 per cent) in the decision-making regarding furniture at home. Stereotypes are also being broken, with men buying groceries and participating in household activities. In fact, 71.6 per cent of the men surveyed, claimed that they are always or often involved, in the choice of furniture in their homes. This goes to show that men are getting more involved in decision making at home.

Men's participation in household decisions on the rise Godrej Interio Survey

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However, what happens, when the couple reaches a deadlock situation, where both parties have a say and neither refuses to back down? For example, in the bedroom, if there was a debate on whether to use a hard mattress or a regular one. In such cases, 30.3 per cent of the respondents said that the husband would usually decide and 32.6 per cent men claimed that the wife would be the ultimate decision maker. 17.2 per cent also replied that to maintain peace in this situation, they would just split their mattress (one side would be a hard mattress and the other side would be soft). Nearly one-fifth (19.9 per cent) of the respondents would trade their mattress preference for another furniture decision in the house, such as buying a new TV, or adding a new side table, etc.

We call this a ‘Deadlock compromise’, where, in the event of a stand-off between men and women on a particular furniture purchase, couples tend to take an alternate route, most of the times.

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Category: Lifestyle

Debora Berti

Università degli Studi di Firenze, IT

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