June 27, 2011

The Future of Brands... Dads?

Let's face it, stay at home moms far outnumber the stay at home dads.  I don't think that is going to change anytime soon, if ever.  But with the increasing amount of dads staying home to help raise their children, Consumer Package Goods companies like Unilever and Proctor and Gamble have an opportunity to target a huge untapped market.  Now, obviously they do focus some of their advertising to us, but it's usually in the form of mens products.  That's all fine and good but as a stay at home dad I am not only shopping for myself but the entire family as well.  It's not just moms strolling the supermarket aisles looking for diapers and medicines, I can tell you I see more men in the grocery store every single week.

As you may already know, my wife works in advertising at AOL. Last week she was at a conference in Cannes, France, I know very tough job in a very tough environment. The conference involved many of the major players in the advertising world and was a showcase as to where the future of advertising is going. On a creativity stand point my wife walked away VERY impressed with where the industry as a hole was headed. She was asked by an agency where she gets her inspiration from, when it came to keeping competitive and creative in the marketplace.

That's right, the big companies are missing the boat when it comes to advertising. Like I said the stay at home dad is a growing market and one that is not being targeted like it should. I can only hope that these huge companies take what my wife says to heart and sits down with some of us Stay at Home Dads to find out what we think. I don't know about you, but I can foresee a future where WE are at the table with companies like Kraft and Johnson & Johnson discussing what we think.  I know that we are still a small minority when it comes to the stay at home parenting but we are a growing voice and we do have opinions too.

John Willey - Daddy's in Charge?



  1. Great point. I'm not afraid to admit that if a product makes a hilarious commercial, I'm sold. Imagine if detergents and other home products put as much effort into making ads entertaining as beers do.

    "It takes out tough stains in one load, so you can focus on more important things!"

    Cut to a dad watching a baseball game while his kids play on the floor.

    "Daddy, we're hungry!"

    "Shh! Hold on! It's bases loaded!"

    I might actually watch commercials instead of fast-forwarding them.

  2. Lets be honest the stay at home mom gang is not getting any bigger, not to say that stay at home dads will rule the planet one day, but it definitely is an opportunity.

  3. Great post! I think we have seen a nice uplift in the recent year of companies noticing the stay at home dad in the advertising; or if not stay at home dad, but noticing dad as a person who makes the purchasing choices of CPGs in families. But I agree, there is so much more to do. And in niche marketing/advertising overall, also gay (parents) or Hispanics to name a few. We all want to feel that the marketing message is tailored to US, not just to the "demographic", that's why social media marketing is just growing because with social media you can easier make more different target markets to get the message in more tailored manner.

  4. Thanks so much! I see where the future is going from an advertising standpoint and I like that I can get specific ads based on my interests. Would be nice to see an ad targeted at me on television but I realize that is not going to happen.

  5. Your point isn't limited to the SAHD. My wife and I both work so we share the load. One of my jobs is grocery shopping. I want to see some grocery adds with a dad twist. I agree with Twinfamy, humor is the way to get me.