Family Policy in Germany: Is the Romanticized Idealization of the Male Breadwinner Losing its Relevance?

Abstract

The authors examine interactions among public policy, family values, and family living in Germany, a unique and evolving marketing system. A brief historical synopsis of family policy and family matters in Germany is presented. Then, the traditional normative framework underlying most family matters—the paradigm of the male breadwinner—is discussed. For many Germans, the values behind the male breadwinner paradigm do not provide guidelines for daily decisions. Rather, they reflect a romanticized abstraction of idealized family living. The article concludes with a call for an open dialogue about the normative foundations of family policy in Germany, eventually to establish agreed upon norms and guiding principles for public policy aimed at family, with implications for the marketing system and societal well-being.