abstract: 'Ineffective paid paternity leave policies perpetuate gender inequality

  and have significant, long-lasting outcomes for families, organisations,

  and the economy. They maintain unequal divisions in child-rearing and

  household chores that restrict families'' decisions about workforce

  participation and caring responsibilities. Low levels of uptake of

  paternity leave are caused by workplace practices, social norms, and

  economic factors that influence the choices fathers make when their

  children are born, and which become entrenched over time. Fathers'' early

  involvement in children''s lives is profoundly beneficial for families,

  therefore, we recommend to policy makers and organisations how they can

  change internal workplace cultures to allow for a more inclusive image

  of parenting and a more nuanced image of the ideal male worker. We

  outline a systems social marketing approach that addresses change at the

  macro, meso and micro levels through the three E''s model (establish,

  explore, and enable), to help policy makers, organisations, and families

  consider the implications of meaningful parental leave and the

  importance of increasing fathers'' uptake. Future research questions for

  increasing parental leave uptake are presented. (C) 2020 Australian and

  New Zealand Marketing Academy. Published by Elsevier Ltd. All rights

  reserved.'
affiliation: 'van Esch, P (Corresponding Author), Auckland Univ Technol, AUT Business
  Sch, Dept Mkt, Auckland, New Zealand.

  Duffy, Sarah, Western Sydney Univ, Sch Business, Parramatta, Australia.

  van Esch, Patrick, Auckland Univ Technol, AUT Business Sch, Dept Mkt, Auckland,
  New Zealand.

  Yousef, Murooj, Griffith Univ, Griffith Business Sch, Social Mkt Griffith, Nathan,
  Qld, Australia.'
author: Duffy, Sarah and van Esch, Patrick and Yousef, Murooj
author-email: 'Sarah.Duffy@westernsydney.edu.au

  patrick.van.esch@aut.ac.nz

  murooj.yousef@griffithuni.edu.au'
author_list:
- family: Duffy
  given: Sarah
- family: van Esch
  given: Patrick
- family: Yousef
  given: Murooj
da: '2023-09-28'
doi: 10.1016/j.ausmj.2020.01.007
eissn: 1839-3349
files: []
issn: 1441-3582
journal: AUSTRALASIAN MARKETING JOURNAL
keywords: 'Gender equality; Parental leave; Systems social marketing; Macro-social

  marketing; Organisational policy; Public policy'
keywords-plus: 'WORK-LIFE BALANCE; GENDER EQUALITY; FATHERS USE; PATERNITY LEAVE;

  CHILD-CARE; POLICY; WORKPLACE; FRAMEWORK; HEALTH; TIME'
language: English
month: MAY
number: '2'
number-of-cited-references: '96'
orcid-numbers: 'van Esch, Patrick/0000-0002-0541-9340

  Yousef, Murooj/0000-0002-8215-2627'
pages: 110-118
papis_id: 41d44a0fa870843478e32ca3174535d6
ref: Duffy2020increasingparental
researcherid-numbers: 'van Esch, Patrick/ABE-9472-2021

  Yousef, Murooj/AAN-5685-2021'
times-cited: '15'
title: 'Increasing parental leave uptake: A systems social marketing approach'
type: article
unique-id: WOS:000540756700007
usage-count-last-180-days: '1'
usage-count-since-2013: '14'
volume: '28'
web-of-science-categories: Business
year: '2020'