to think this Dyson marketing is jaw droppingly sexist?

[wheresmymojo]

I received an email from Dyson today containing tips on how to clean my house.

Every single image in the email showed a woman cleaning.

There is one image of someone hoovering their dog (why?) where the arm may belong to a man but it's not clear.

I clicked through to the webpages the email linked to for 'more info' and again...all of the images showed a woman cleaning.

There was one with a man...doing DIY.

AIBU to think this is jaw droppingly sexist for 2023?

I'm not one of those people who get offended by everything and anything but I feel properly peeved about this...

Example images from the email attached...the email then links to these web articles

If you don't think AIBU then perhaps you could also complain to them?

If you think AIBU then feel free to follow the links for super cleaning tips for wimmins.

https://www.dyson.co.uk/newsroom/insights/cleaning/how-to-deep-clean-your-childrens-bedroom?utmsource=sfmc&utmmterm=&utmcontent=34414&utmmid=7cd71f94-614a-4065-8b1e-fd59ad90d29e&sfmcid=46136539&sfmccactivityid=4020991c-f623-4488-b4ec-58c4f711144e&utmmedium=email&utmmcampaign=GB-000011-Discover-Home-Cleaning-Tips-CARE-1

https://www.dyson.co.uk/newsroom/insights/cleaning/how-to-clean-common-areas-of-your-house?utmsource=sfmc&utmmterm=&utmcontent=34414&utmmid=7cd71f94-614a-4065-8b1e-fd59ad90d29e&sfmcid=46136539&sfmccactivityid=4020991c-f623-4488-b4ec-58c4f711144e&utmmedium=email&utmmcampaign=GB-000011-Discover-Home-Cleaning-Tips-CARE-1

lol at the thought of women being predominantly the person who keeps the home from being a shit tip. Newsflash: nurses and teachers also mostly female, just like most stay-at-home parents. Gonna guess the majority of people looking after kids at home today on mumsnet are... women.

More blokes on boxes doing vacuuming. Get that in someone's manifesto.

Exactly. It is highly likely that Dyson segment their mailing list and you are being shown email copy and creative that is tailored to you. As others have noted, all of those images feature the same woman.

No, it is not sexist.

Newsflash: nurses and teachers also mostly female

But men entering those professions are far more likely to reach management positions and more quickly than their female peers.

Advertising that shows images of only women cleaning are doing nothing to reduce the burden of the second shift and the mental load in the home. There is no reason why someone with a penis can't wield a vacuum, and even do it well, and a mix of sexes in the images would go a tiny way to making it seem more normal.

Every little helps when it comes down to countering ingrained sexism. One thing on its own may not make a difference to many people, but if every company was thinking about their marketing in ways to reduce sexism, it would add up.

On the very long list of jaw droppingly sexist things I’ve seen in my lifetime, this is very low.

Maybe they send a different email to men?

I doubt it but it is possible. Also possible to change the images you see on a website if you've clicked through from the 'for women' email campaign.

Not the point of the post but my DH hoovers the dog. It gets rid of the loose hair and the dog loves it.

It's subtle everyday sexism that's lost on 2/3 of posters on this thread, apparently but Jimmy Dyson has archaic views. Does it fall under ASA? I believe email newsletters are within their remit, if so you should complain to them.

Get meghan markle on the case

I don’t even vacuum my own house, and now men want me to vacuum my damn dogs too?! Nah mate.

And agree with the poster above about subtle everyday sexism.

It’s insidious. Normalising the idea that women clean and men fix. And it has to change.

I agree OP.
Firstly I don't agree that they 'are the same woman.' On this page the 3 women had different facial features, skin colour, and hair colour (ranging from very dark to light brown with highlights), and all 3 of them look different to the woman here www.dyson.co.uk/vacuum-cleaners/hard-floor. So that's A LOT of women shown doing the hoovering and no men...

Plus even if they WERE all the same woman, that's still a deliberate choice they've made. Compare to the other products on the website (air treatment/headphones) where there are a mix of both sexes. Suggesting men and women can enjoy listening to music and fresh air but only women can hoover!

Although seeing as the picture in the little boys' room while the woman hoovers around him, has an air treatment thing where the prices START from £550 perhaps all the women in the same outfit are actually cleaners?! (which has it's own dodgy implications....)

sorry link didn't work this page is the one with the 3 different women then a fourth here

To those of you who think this marketing is sexist in 2023, search for 'Dyson Men's Health' in Google, and then navigate to the 'Images' tab, scroll down until you see a Dyson lifestyle image of a man using a Dyson vacuum cleaner. Then click on it. You will see several images of men using the Dyson vacuum and even the 'male' version of the image in the original post. I hope that answers OP's question.

Yep my view too, not buying another Dyson product

You have way too much time on your hands

Report to the ASA?

I must admit I've always felt that James Dyson is a) a bit of a dick & b) provably rampantly misogynistic

Disagree. You've got to call this utter shot out. every fucking time. And it's boring, and tedious.

I’ve just been watching Lockwood and co on Netflix.
Its very “girl power”

not surprised. Vague recollections of a Dyson company thread running re a sexiest culture. I’m sure someone will remember better than I

It's obviously sexist, but then Dyson ads have always been sexist and Dyson himself is a cunt so I'm not surprised.

just say what ya mean hey @CalistoNoSolo 😂