Many modern dads are stepping up to meet their family and childcare responsibilities. But our public facilities have not kept pace. An innovative new social initiative is looking to change this.
The expectation that women are the primary caregivers for babies and children has meant that shopping-mall changing facilities are overwhelmingly located in or near women’s restrooms. When dads are taking on primary childcare responsibilities, they often have to find creative ways of changing the little ones – many of which are very inconvenient and even unhygienic.
Now, two major retail brands are making it easier for dads to play an active role by creating “dad-friendly” changing stations in malls across the country. The PEP Changing Stations initiative with Growthpoint Properties is installing new PEP changing stations at shopping centres.
“Our initiative is helping to challenge the outdated parenting stereotype that caring for children is a women’s role and to encourage change in order to accommodate the growing trend of more active dads” comments, PEP Chief Executive: Marketing Beyers van der Merwe. “We saw an opportunity to help dads and other parental figures to provide childcare – especially with the routine, but important task of changing nappies.”
The partnership sees PEP, the country’s number-one baby store, joining forces with one of South Africa’s largest managers of retail property in Growthpoint Properties.
“Our shopping centres in Growthpoint Properties’ retail portfolio are centred around their communities, and families form the heart of those communities. We are excited to support PEP’s inclusive campaign, which is very much aligned to our own efforts to ensure inclusive facilities for all shoppers at our malls,” Gavin Jones – Asset Manager – Growthpoint Properties
The first Changing Stations launched on Father’s Day in N1 City Mall in Cape Town and Festive Mall in Johannesburg.
“PEP also really wants to celebrate present and hands-on dads and to encourage others to get involved by joining this important conversation,” says Van der Merwe. “As a much-loved destination for babies and kids clothing, we felt we had a role to play in raising awareness and making childcare more accessible and inclusive for all.”
