Why Amazon Family Matters

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For the past few weeks, many in the dad blogging community have united around the cause to get Amazon.com to change the name of their parent-centric shopping site from “Amazon Mom” to “Amazon Family.”

To many, verbiage like “Amazon Mom” seems like a small concern. In the grand scheme of things, I guess it is. However, to me, these words are an indicator of how our society often undervalues fathers and, by implication, places an unfair burden on mothers. After all, if only “moms” are full “parents,” so much of the burden shifts to them. Many others have written about the societal implications of such messaging for both moms and dads, so today, I’d like to focus on how this notion that parenting is woman’s work insidiously makes its way into corporate culture- to the detriment of working dads, working moms, kids and employers themselves.

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