Posts tagged "Marketing to Dads"

Off to College and At College: The Growing Market of 11 Million Millennial Full-Time Students and their Parents

Off to College and At College: The Growing Market of 11 Million Millennial Full-Time Students and their Parents
Across the US, an estimated 21 million students will be enrolled in college in 2014, up from 15 million in 2000 according to the National Center of Education Statistics; 11 million of those students are full-time undergraduates, and approximately 3 million are headed off to college for the first time. While “Back to School” is... Read more »

Family Time Doesn’t Top Kids’ Lists

Family Time Doesn’t Top Kids’ Lists
Moms and dads place a high priority on parenting and family time, and they have increased their time from previous generations.  In 2011, the Pew Research Center found mothers are spending 40% more time on childcare compared to 1965, while fathers had a 160% increase over the same timeframe.  According to Eli Finkel, a professor... Read more »

How Does the Changing American Family Change Your Market Strategy?

How Does the Changing American Family Change Your Market Strategy?
American families have made fundamental shifts in recent years.   Family structures and compositions are changing, as depicted by recent portrayals like the Chevy Traverse spot “The New Us” and the ABC program Modern Family. The decline of the nuclear family has been well documented, along with the corresponding increase in alternate family structures and non-family... Read more »
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Venus and Mars at the Pediatrician’s Office?

Venus and Mars at the Pediatrician’s Office?
Today’s First-Time Dads Attend Well-Baby Visits Recently, I had the chance to observe my local pediatrician’s office for a few hours in the afternoon.  I was interested to note several dads engaging with the well-baby visits.  I observed dads and moms going together (with baby of course) to meet with the nurse and pediatrician. After... Read more »

Dads Redefine Fatherhood

Dads Redefine Fatherhood
But They Can’t Match Mom’s Intensity Dads have redefined their role as parents. This change is driven by Gen X dads, who now make up the majority of dads with kids under 18 at home. As the chart below from Boston College’s The New Dad report shows, these dads define being “involved and present in... Read more »

Ford’s Hands-On Clinics Help Teens Steer Clear of Accidents

Ford’s Hands-On Clinics Help Teens Steer Clear of Accidents
Ford is reaching out to parents and teens on a topic very important to parents—teen driving safety. This is a top priority for Mom and Dad, as this chart from the Marketing to Mom’s Coalition State of the American Mom Research shows. Parents have reason to be concerned. Teen drivers are at high risk for... Read more »
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The Balancing Act: Marketing to Moms AND Dads

The Balancing Act: Marketing to Moms AND Dads
As we’ve discussed before in my article “I am Dad, Hear Me Roar,”, the vast majority of dads today are involved with parenting, along with household responsibilities and chores. The Marketing to Moms Coalition State of the American Moms 2012 Report looked at parenting priorities of moms and dads and found high levels of agreement... Read more »

Be Your Own Man: What Brands Should Know About First-Time Dads

Be Your Own Man: What Brands Should Know About First-Time Dads
Dads are taking a more active role in the early years of their child’s development, including purchase decisions. As I wrote in “I am Dad, Hear Me Roar,”today’s dads, led by Gen X dads, are taking on more household duties and 40% see themselves as equally sharing parenting responsibilities with Mom. Brands that wish to... Read more »

Capture Mom and Dad’s Attention by Aligning with Their Child’s XTraC’s (Extracurricular Activities)

Capture Mom and Dad’s Attention by Aligning with Their Child’s XTraC’s (Extracurricular Activities)
As Teri and I wrote about in Tuning into Mom: Understanding America’s Most Powerful Consumers, the child’s extracurricular activities are a powerful influence on the family lifestyle, both for moms and dads.  As my friend Craig said to me on the sidelines of our sons’ flag football game a few years ago, “I feel like... Read more »
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I am Dad, Hear Me Roar

I am Dad, Hear Me Roar
Why Brands Are Paying Attention as Dads, Led by Gen X Dads, Take on More Parenting and Household Responsibilities Like Cooking There’s no doubt that moms see themselves in the lead for a wide variety of parenting and household responsibilities.  And for many years, it was taken for granted that Mom was the primary household... Read more »
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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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