InsightsPOSTED June 13, 2014

Don’t put dad in the corner

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Dad’s turn

There has been a sociological shift in the family over the past few years – men are increasingly taking paternity leave, being more involved with the family, getting active on social networks, and taking on the role of the primary grocery shopper of the household.

But the truth is, a majority of marketers have continued to focus on moms as the household’s primary shopper and decision-maker. The growing influence of mommy bloggers and followers has further fueled the practice of primarily speaking to women.

As part of our June blog challenge series, and in honour of dads, we challenged ourselves to remove the marketing blinkers and bring dads front and centre into the audience mix with the infographic below that gives a voice to dads everywhere. Happy Father’s Day!

Fathers Day

Edison Research “Moms and Media 2014” May, 2013
Yahoo “Digital Dads: I’m Not A Subsegment” 2011
Arbitron and Edison Research “Moms and Media 2013”
Media Behaviour Institute “USA Touchpoints 2012.2”


What do you think marketers could do better in terms of speaking to their dad audience as well as they do with mothers? Who do you think is doing it right?

Gary Edgar is the Director of Digital (and a father) and Rohini Mukherji is an Account Director at APEX PR.

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