How should brands, advertisers, marketers and media companies alike re-evaluate the way they represent this group of consumers?
“One of the things we’ve seen come out of here is dad-vertising.” Instead of speaking to the housewife or stay-at-home mom, we need to show women in the modern-day home and workplace and do the same for dads. As previously mentioned, dads are now also driving decisions when it comes to products and household spending, and are actively involved in child care and playtime. “As traditional gender roles continue to blur, you need to speak to everyone about everything,” he reiterates.
Kurz gave some examples of ads that are directly speaking to dads. This #ShareTheLoad campaign portrays a father’s apology to his daughter for not helping his wife carry the load when it came to household chores and teaching his daughter that they're not her sole responsibility. It highlights the daily challenges faced by many working moms who are either single parents or in marriages where the belief of traditional roles still exist.
“The Cheerios ads that are speaking to the modern family in different ways.”
“Campbell's Soup is doing a great job at showing real-life parenting.”
“Then you have Barbie. The latest campaign is called Dads Who Play Barbie.”
Using the Barbie example, with the dolls now taking on different shapes and sizes, the toy company has completely re-invented what the franchise means, and they’ve done so by simply asking the question, ‘What was Barbie there to do?’ “It was there to empower girls. How do we empower girls today? We need to do that in a different way, and that means we have to mix it up a little bit.”
Nostalgia is another thing. Gen Xers have been around for a while, since the beginning of Alvin and the Chipmunks and Teenage Mutant Ninja Turtles, and now we’re bringing the like to a whole new generation. We should try to empower Gen Xers to share some of that stuff with the next generation, with their kids, concludes Kurz. “Who doesn’t want to sit there and watch SpongeBob SquarePants, for those who grew up watching SpongeBob?”