Unilever’s Evolving Definitions of “Motherhood” and “Fatherhood”

According to Unilever, the 2017 rewrite of Heather Has Two Mommies should be titled Heather Has a Mommy and a “Mommy” Who Is Also Her Biological Father.

The new #RealMoms campaign for Unilever’s personal care brand Dove launched with a YouTube video featuring “diverse parenting styles” of various mothers and Shae the “grad student.” We are told Shae, who was born a man, and the woman next to him are the biological parents of the child with them. However, Shae unhesitatingly tells the camera, “We’re both gonna be moms.”

To recap, Dove’s ad about motherhood features a man who identifies as the “mom” of his biological child instead of the actual mother of that child.

But, not surprisingly, virtue signaling has no sense of shame or irony.

Dove’s #RealStrength homage to the critical role of fathers to promote the brand’s Men+Care product line was one of 2015’s highest rated Super Bowl ads was. And rightfully so, the ad tugged at the heartstrings. Moreover, the positive affirmation of fatherhood resonates, especially as broad swath of ideological, socioeconomic, religious, and racial backgrounds share a common recognition of the societal ills that stem from father absence.

Sadly, Dove’s motherhood/fatherhood confusion cheapens and distorts the very narrative about parenting their ads are trying to portray. Insinuating that a man can be a mother or a father based on how that man “identifies” takes the exclusive strengths men and women bring to childrearing and reduces their roles to a non-complementary “Parent 1/Parent 2” partnership.

The result of Dove’s rhetorical divergence is the total loss of pathos. The attempt to evoke an emotional response is rendered meaningless by the contradiction that only serves for signaling solidarity with the left’s most current social justice cause célèbre.

Through Dove’s marketing campaign, Unilever is illustrating how virtue signaling and identity politics overshadow basic values and linear logic in this new culture war battlefront. The left has transitioned from redefining the roles of men and women in marriage to redefining the actual meanings of “male” and “female” and the attributes that go with them.

Unilever’s role in enabling this radical gender upheaval, however, goes beyond ad campaigns. In fact, Unilever has partnered with the Human Rights Campaign to endorse legislation that would create special accommodations on the basis sexual orientation and gender identity (SOGI) at the federal level. Furthermore, at the left’s bidding, Unilever has lobbied against RFRA-type legislation in three states that would protect business owners from LGBT activists who use these accommodation mandates to persecute business owners for standing against the left’s redefinitions of marriage and gender.

This is why the fight in the modern culture wars extends beyond the ballot box and the courts. Conservatives have a real opportunity to influence the policy debate by engaging and, when necessary, holding companies like Unilever and Target accountable for their promotion of the LGBT left’s agenda.

More background on this story can be found at American Lens and HeatStreet.

To reach out to Unilever directly and learn more about this company’s policy positions, visit our scorepage here.

  • sascha11

    No move Dove for me !!!!

    • Martha

      I’d like to say that, but unilever has their name on so much! I’ll have to check labels.

      • rvandegrift

        P&G, too! I boycott them as much as I can.

    • PeriMedic

      I, too, would like to say that, but I can’t. I’ve come to realize that there are so many products and services that we use and need which are produced/provided by monolithic companies and even smaller, ubiquitous providers, that keeping track of them all is much too time consuming, for one thing. I am exhausted avoiding this, that, and everything else. And it gets to a point where I would be on the edge of having to cleaning my laundry with a stone in a creek, and shearing my own sheep, et cetera, to hand-make my own clothes. I can do the simple things, like avoid Target because I live in the suburbs and I can just walk into the grocery store or go to Bed, Bath, and Beyond for what I can get there. I can get coffee drinks at Wawa or Dunkin Donuts. But that’s about it for me. I also want to enjoy life and not be obsessed by it all, and religiously avoiding places was stressing me out. And even when looking at some of the companies, I see they get an A for abortion and an F for 2nd amendment, for example. Which is more important to me??? Decisions, decisions. I love 2nd vote and like to keep informed, but I can’t always live by it.

  • anyone ever notice that their lotion bottle nozzles are designed to fit neatly into rectums? get kids used to the feeling of lotion squirting up their business to ease their transition into slaves of satan and his barbed flesh wand. “unilever” is also dutch for “united in service of evil”. so tired of the gay agenda being presented as if its not also satan’s.

  • Mark Keating

    The guy thinks he is a mom but he is not he is the father period. It’s just as important to be a good father as it is to be a good mother.

  • TM McKeny

    What happens when one or both of Heather’s mommies decided she identified as male now?

  • PeriMedic

    I really am amazed at the culture’s drift toward the encouragement of mental illness. It is one thing to “tolerate” (meaning here to not be cruel to such people, and to try to help them) people who aren’t accepting of their scientific, natural, biological sex, and it is another to tell them that there is nothing wrong with them and encourage their delusions. If a person is anorexic, and sees her skin and bones as fat, we don’t tell them, “Yes, go ahead and diet if it makes you feel better about yourself. Your body is what you say it is, not what it really is.” We don’t tell the schizophrenic that there really are invisible people talking to him. In each case we treat them to get them to accept reality. SMH.

    • Spectrum
    • glenbo

      >>”I really am amazed at the culture’s drift toward the encouragement of mental illness.”<<
      Do you thing anyone who is LGBT has a "mental illness?"

      • PeriMedic

        Trans? Yes.

        • glenbo

          >>”Trans? Yes.”<<
          Aren't people with mental illnesses protected?

          • PeriMedic

            Depends on what you meanby protected. Protected from being treated cruelly–yes. See my comment. Protected by telling them there is nothing amiss with their failure to accept science, biology, and nature? No. We should help them cope with reality, just like the anorexic, clinically depressed, schizophrenic, et cetera. We dont tell the depressed person it is OK to kill themselves, or cut themselves because it makes them happy. We dont sell the cutter a designer razor blade to show how tolerant we are of their “need”. We get them therapy and or medications to help them understand, heal, or balance the chemicals in their brains. The suicide rate is very high for post surgery transsexuals. They find it didnt make them happy. Their issues are deeper. Enabling is not the solution.

          • glenbo

            >>”Protected from being treated cruelly–yes. “<<
            So trans people are "mentally ill," but not ill enough to warrant protection? Just "sick" enough to be discriminated against, demonized, disdained and rejected, but not "ill" enough to be deserving of any rights and protections. Sorry, not according to the ADA.
            You come off as a bigot.

          • PeriMedic

            If you say so. Now I will go take my Xanax and Cymbalta for my panic attacks and chronic major depression (mental illnesses), and finish reading my Germaine Greer and Camile Paglia books (hard core feminists, one gay, who believe no one can claim to be a woman who hasnt bled and cramped every 4 weeks, had pap smears, mammograms, been sexually assaulted, harassed, and discriminated against). It doesn’t bother me that you personally attack an educated, mentally ill person like me (I guess making you a bigot, too). And I am not protected by the ADA for whatever I want: there are a multitude of things and jobs I am not allowed to do, and some politicians want to take away more from me, like the right to own a firearm, which is a Constitutional right. What bathroom you use is not a Constitutional right. But if ADA applies to being trans, like you say, that is an acknowledgement it is not normal–its an illness or affliction. Which is exactly what I said. Nevertheless, ADA is not a blank check. Ask a lawyer. Godspeed.

          • glenbo

            Umm…you kind of rambled on here. Perhaps if I go back to a previous comment you made, you can help me understand what your understanding of what it is to be transgender, okay? PLEASE take your meds BEFORE you post your reply this time, and perhaps…just maybe…we can have a cogent conversation, okay?


            In your previous post, you said this:
            >>”Their issues are deeper. Enabling is not the solution.”<<
            So I have three simple questions:
            1) Exactly what is being "enabled?"
            2) Do you truly understand what gender dysphoria is?
            3) Where are you getting your knowledge of gender dysphoria from?

          • PeriMedic

            I will agree; in retrospect, I did ramble :). Here is my primary source:

            Enabling is creating lesson plans for children in school that teach it is normal (rather than teachers addressing the issue as it may occur to avoid bullying), instead of leaving that education to parents; and designing advertising which encourages a cultural attitude that it is not a dysmorphia, but a natural and normal difference between people, like nationality is.

          • glenbo

            The ACP? Are you joking?
            OH MY GAWD!!!
            The ACP is NOT SCIENCE.
            Perhaps you can provide one, just one LIGITIMATE scientific source that agrees with the anti-LGBT religious-right-wing-bigoted ACP. Just one. You won’t.
            I must rephrase my previous post:
            You are a Christian bigot.
            A bigot who is grossly misinformed.

          • PeriMedic

            Actually, I lean Buddhist. Here’s a study where 60 percent of children studied were GID in childhood, and only 12 percent were when reaching their 20s, demonstrating it is a phase for most children who say they are the wrong sex. So such a person should not be acknowledged as GID until adulthood. My problem with this study, though, is the size of the sample, although it is possible to get valid data from small samples, depending on your statistical methods. Anyway, you love your family members who are one form or another LGBT designation, and you should, and I love my 2 gay friends and adore my lesbian therapist. I don’t know any trans people, only one of the clerks at my Sephora, who is a nice person.

            However, I’m not getting paid to be a debater, and probably, neither are you. Nor are we legislators, with the power to make policy (again, I assume). So there’s not much to be gained here by point-counterpoint, searching the internet, and labeling/name calling. Best wishes and good luck on your quest to promote understanding for your loved ones.

          • glenbo

            >>”demonstrating it is a phase for most children who say they are the wrong sex”<<
            "Most." What about the rest?
            Since you have no understanding of what it is to be transgender and you obviously don't know anyone who is trans and get your "knowledge" from anti-LGBT bigoted religion-based junk science, you have no business attempting to be an any kind of authority on the subject.
            I'm guessing you are against same-sex marriage.

          • glenbo

            What do you know about gender dysphoria?
            Where do you get your knowledge about gender dysphoria?

  • James Bryson

    What a crock of LGBTQxyz!

  • glenbo

    >>”To recap, Dove’s ad about motherhood features a man
    who identifies as the “mom” of his biological child instead of the actual mother
    of that child.”<>”The result of Dove’s rhetorical divergence is the
    total loss of pathos.”<>”The attempt to evoke an emotional response is
    rendered meaningless by the contradiction that only serves for signaling
    solidarity with the left’s most current social justice cause célèbre.”<>”holding companies like Unilever and Target
    accountable for their promotion of the LGBT left’s agenda.”<<

    And this “agenda” is????