Father’s Day: The secret to marketing to the modern-day dad

Today, companies and brands have mastered the art of marketing to mums.

They’ve spent time and money investing in customer research, gathering insights into mothers, what they value, how they envisage themselves, and how they want to be perceived. Unfortunately, nowhere near enough time or money is put into the same level of customer development about modern-day dads. And that’s a big problem!

Why you ask? Well, if you’re looking at capitalising on the modern dad for Father’s Day, or even attempting to talk to this untapped audience, you’ll be able to do that based on what most marketers are doing right now.

Traditionally, dads have been the primary breadwinners, but times are changing (and have been doing so for quite some time!) and the female workforce is taking on greater responsibilities. This also coincides with men taking on more responsibilities in the family home. A recent study by Media Post showed that 74% of American millennial dads think marketing and advertisers are out of touch with the modern family dynamics.

The modern-day dad is more likely than their fathers and grandfathers to be involved in bringing up the kids. So, why hasn’t the rest of the marketing world jumped on board this? While mums are proudly being displayed as forces at work and at home, it’s the dads out there who have been forgotten, and we’re here to give a little insight into how you can change that stereotyping to help your marketing.

What not to do

Stereotyping dads is a huge problem. Please stop that right now. Stereotypes are ineffective and some can even be alienating – the modern dad is nothing like the dad from the 60’s, 70’s, or even 80’s (which seems to be the common go-to dad persona still being used in advertising today). A surprising 38% of dads* think how they’re currently being portrayed in the market is inaccurate.

What to do?

Ask dads who they are. And Listen.

Seems pretty simple right? Well, that’s the hard part! Instead of assuming you know this audience based on your own interactions and experiences with them, why not simply ask them how they see themselves, what they like about being a dad, what resonates with them as fathers.

As marketers, it’s our job to know what our audience is after, not because we deem it worthy of their attention, but because they have told us this is what they want. In today’s digital world where content is king, why not ask your audience (in this case modern dads) exactly what they want. Doing it now, well before Father’s Day, will mean you’re ready to go in time, armed with the right approach.

Unsure where to start? No problems!

We’ve put together a FREE campaign worksheet with ideas to kick-start your Father’s Day marketing campaign.







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