In order to address a lack of suitable childcare facilities and support active fatherhood for inclusive parenting, PEP and Growthpoint Properties have collaborated to introduce ‘dad-friendly’ changing stations in shopping malls.
The first changing stations were unveiled on Father’s Day at N1 City Mall in Cape Town and Festive Mall in Johannesburg.
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Because it is widely assumed that women are the primary carers for babies and children, shopping mall changing facilities are predominantly located in or near women’s restrooms. This puts fathers in a difficult position, as they frequently resort to inconvenient and unsanitary methods of changing their children.
Recognising this disparity, the PEP Changing Stations initiative was launched to challenge these outdated stereotypes and encourage a shift in societal norms to accommodate the growing number of active fathers.
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‘Our initiative is helping to challenge the outdated parenting stereotype that caring for children is a woman’s role and to encourage change in order to accommodate the growing trend of more active dads,’ commented PEP Chief Executive Marketing Beyers van der Merwe. ‘We saw an opportunity to help dads and other parental figures provide childcare, especially with the routine but important task of changing nappies.’
PEP, the country’s leading baby store, has collaborated with Growthpoint Properties, one of South Africa’s largest retail property managers, to bring this game-changing initiative to fruition. The partnership aims to provide accessible and welcoming facilities within shopping centres, motivated by a shared commitment to community well-being and inclusivity.
‘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 with our own efforts to ensure inclusive facilities for all shoppers at our malls,’ said Gavin Jones, asset manager at Growthpoint Properties.
On Father’s Day, the first changing stations were unveiled at N1 City Mall in Cape Town and Festive Mall in Johannesburg.
PEP plans to use its powerful platform as a well-known destination for baby and children’s clothing to raise awareness about the importance of inclusive childcare practices. PEP’s initiative aims to celebrate present and hands-on dads while encouraging others to join in on this important conversation.
‘PEP also really wants to celebrate present and hands-on dads and to encourage others to get involved by joining this important conversation,’ said 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.’
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