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In the late 20th century, Rosalynn Carter sat in on cabinet meetings, Nancy Reagan acted as one of her husband’s closest advisers, and Hillary Clinton took an active policy role, carving out an ill-fated health care bill.
Her value to the party was reflected on a a “Meet Sophie” page on Liberal.ca, where she’s described as “an advocate for change.” She’s also a red-carpet-worthy mom of a young, happy family, seen jumping into a swimming pool fully clothed for Chatelaine, out canoeing in the wilds, out trick-or-treating.
It’s called “piggyback branding” in marketing—when a brand is known only in relation to another brand, Intel being an example.
“A good piggyback brand increases the value of both brands.” Yet if family is the core of the Trudeau brand, Grégoire Trudeau appears to be managing it: “I organize everything,” she told the last fall.
“I want to use the platform I’m blessed to have been given,” she said, calling it a “natural extension of the work I was doing before I met my husband.” The difference, of course, is that she was often paid for her labour then (she was on the roster for a speakers’ bureau).
Were Grégoire to charge for speaking she’d be accused of exploiting her position.
She’s seen to be rewarded in political currency, supporting causes she cares about while burnishing the Trudeau brand.
She’s performing what the economist Nancy Folbre calls “caring labour,” caretaking or nurturing jobs—teaching, nursing, mothering—that are undervalued and underpaid, if paid at all; the compensation is seen to be emotional.It quoted a Canadian journalist who was only “half kidding” when referring to the new Trudeau era as “our Camelot,” a mythical metaphor for the JFK presidency (started, it turns out, by Jacqueline Kennedy, who mentioned it after her husband’s death in an interview with accorded Grégoire Trudeau first lady status, outfitting her in a form-fitting blue-and-gold dress by Oscar de la Renta, a designer famously worn by first ladies from Nancy Reagan onward; Hillary Clinton appeared on the November 1998 declared Grégoire Trudeau “the hottest first lady in the world,” apparently unaware that, unlike in the U. where Michelle Obama has a staff of more than 20, no such political role exists here.That reality appeared to be challenged last month when Grégoire Trudeau told she was overwhelmed by the volume of requests; she needed “a team to help me serve the people,” she said, adding she had to work on her dining room table, a comment that doesn’t quite square with the fact that Rideau Cottage, the family’s home, has 22 rooms. The accompanying proﬁle expressed surprise she did: “Sophie held on to her surname, even though the mark she’s made with it professionally has been modest.” As Justin emerged on the Liberal stage, the couple presented as a more physical, less cerebral version of the Obamas—a GIF of them dancing backstage before Trudeau spoke at the 2013 leadership convention went viral.Details of family life were shared judiciously; the family liked to cuddle in bed on Saturday morning, she told the First Lady Michelle Obama and Sophie Grégoire Trudeau share a laugh during a ceremony at the White House for an Official Visit March 10, 2016 in Washington, DC.This is Trudeau’s first trip to Washington since becoming Prime Minister.There’s no 21st-century equivalent to Eleanor Roosevelt, who took on controversial issues—expanding roles for women in the workplace, civil rights and rights of migrant workers.