Since 1981, Jif peanut butter has been the leading peanut butter brand in the United States. In the 80s, its tagline was "Choosy mothers choose Jif." In the 90s, it was "Choosy moms choose Jif." And from 1998 to 2000, it was "Moms like you choose Jif! Choose Jif!" But what about dads? Are they completely free of the responsibility of making choices about household purchases?
This sexist tagline implies that only women go shopping for the house, because they're the ones who have time since they don't work. That may have been true at one time, but it's not anymore. With more women than ever in the workplace, the division of household responsibilities between parents has changed. Instead of only "choosy moms" choosing Jif, ask the J.M. Smucker company to change its tagline to "Choosy parents choose Jif."
