August 3, 2026

Brands Are Missing Half Their Audience This Back-to-School Season

Every August, marketers spend billions trying to convince parents to buy backpacks, lunchboxes, sneakers, laptops, and far too many glue sticks.

Yet many back-to-school campaigns still rely on a familiar script: Mom has the shopping list. Mom packs the lunch. Mom drops the kids off. Dad? He’s often nowhere to be found, or he’s the comic relief who can’t figure out which notebook to buy.

The reality is very different.

The National Retail Federation expects families with K-12 students to spend a record $43.3 billion on back-to-school purchases this year, with the average family spending nearly $864 on clothing, electronics, shoes, and school supplies. That’s a massive opportunity for retailers, but also a massive opportunity they’re only partially addressing.

Today’s fathers aren’t occasional assistants. They’re active shoppers, lunch packers, homework helpers, carpool drivers, and school volunteers. Research over the past several decades shows fathers are spending significantly more time raising their children than previous generations, and that trend continues to grow. Parenting has become a shared responsibility in households, yet much of the marketing hasn’t caught up.

Families are also shopping differently than ever before. Nearly two-thirds of parents had already started shopping by early July, more than half planned purchases around major summer sales, and almost half are delaying some purchases while waiting for better deals. Price—not tradition—is driving decisions.

So why are so many brands still talking almost exclusively to moms?

This isn’t about replacing moms in advertising. It’s about reflecting reality. When dads see themselves authentically represented, such as comparing backpacks, packing lunches before work, checking supply lists on their phones, or helping pick out the first-day outfit, they’re more likely to feel that a brand understands their family.

The best marketing doesn’t reinforce yesterday’s stereotypes. It mirrors today’s lives.

This back-to-school season, brands have a choice. They can keep producing the same commercials they’ve been making for decades, or they can recognize what millions of families already know: Dad isn’t “helping” with back-to-school.

He’s parenting.

July 1, 2026

How Bass Pro Shops Got Father’s Day Advertising Right

It’s hard to find a positive Father’s Day ad anymore, or at least one that doesn’t lean on the same recycled tropes like dad jokes, dad bods, or the predictable ties, socks and grill-giving clichés. That’s what makes this Bass Pro Shops message so refreshing: it skips the stereotype entirely and instead treats fatherhood with sincerity, memory and respect.

Here’s what makes it so effective.

Nostalgic Visual Storytelling

The left-side layout uses a Polaroid-style collage that immediately signals memory and authenticity. It feels like something pulled from a family album rather than a commercial ad.

Each image represents a different outdoor tradition—fishing, camping/cooking and hunting—broadening the emotional reach so different kinds of dads (and families) can see themselves in it. And, it’s nice to see diversity in its message.

The handwritten “THANKS DAD!” note reinforces the personal tone, as if it came directly from a child. That small detail adds warmth and sincerity that polished design alone wouldn’t achieve.

Texture and Atmosphere

The dark wood background quietly does a lot of heavy lifting. It instantly communicates “outdoors,” “cabin,” and “tradition” without needing explanation.

Instead of feeling like a digital ad, it feels grounded and physical, like it belongs in the same world as the experiences it’s referencing. That alignment between texture and theme strengthens the emotional pull.

Copywriting That Centers Emotion, Not Product

There’s no mention of gear, pricing, or offers. Instead, the message focuses on legacy and gratitude toward fathers who introduced people to the outdoors.

The framing, which celebrates dads who taught “early mornings on the water” and similar experiences, activates shared memory. It’s not selling an item; it’s reminding people of a relationship and a set of formative moments.

That shift is important: the dad becomes the hero, not the brand.

Soft-Sell Positioning

There are no hard calls to action, no promotions, and no product highlights. Even the brand signature is deliberately casual: “From your friends at Bass Pro Shops.”

This positions the company less like a retailer and more like a fellow participant in the outdoor lifestyle, and perhaps, parenting. The message is: we belong to the same world you do.

That matters psychologically. When a brand successfully aligns with values like family, tradition and nature, it earns long-term affinity. So when someone eventually does need gear, the brand is already top of mind—not because it pushed, but because it connected.

Why It Works

This Bass Pro message works because it prioritizes connection over conversion. The ad makes people feel something first, and lets the purchase idea come later on its own. Moreover, it doesn’t try to sell Father’s Day as, say, car dealers or appliances do, but rather honors it. And in doing so, the brand becomes part of the memory it’s trying to celebrate.

June 1, 2026

Parenting Phrases That Quietly Divide Couples and Shape Marketing

Most couples would never intentionally divide parenting into “mom territory” and “dad territory.” But sometimes, our language does it for us.

Take a simple phrase like:
“Can you watch the kids for me?”

At first glance, it sounds harmless. Practical, even. But hidden inside the sentence is an assumption: the children primarily belong to one parent, while the other is temporarily assisting.

We hear versions of this everywhere.

“Dad is babysitting tonight.”
“Go ask your mother.”
“Mom’s better at that stuff.”
“He’s helping with the kids.”

None of these phrases are malicious. Most people say them without a second thought. But over time, language has a way of shaping identity, expectations and roles inside a family. And this kind of talk shapes how marketing speaks to us everyday.

When Parenting Becomes Separate Worlds

Eventually, parenting can start to feel less like a shared mission and more like two separate departments operating under one roof.

One parent becomes the default organizer, emotional manager and scheduler. The other slowly drifts into the role of helper, substitute, or “fun parent.” Not necessarily because either person wanted that dynamic, but because culture quietly trained them into it.

The interesting thing is that families often drift apart linguistically before they drift apart relationally.

Compare:
“My son” versus “our son.”
“Can you help me with the kids?” versus “Can we figure this out together?”
“I need a break from the kids” versus “We’ve had a long parenting week.”

Small differences. Big implications.

Words Shape Family Culture

Words create atmosphere. Repeated daily, they create culture. Marketing then uses this creation in content, and thus, an endless, sad cycle continues.

Maybe stronger families aren’t built only through big moments, vacations, or parenting strategies. Maybe they’re also built through tiny reminders — spoken over and over — that this family belongs to both of us and each parents matters just the same.

Be an example for marketing and media by choosing your language carefully. Because in their line of work, words definitely matter.

May 1, 2026

When “Psst, moms…” Says More Than You Think

There’s a small line at the top of a Dermoplast ad that does a lot of heavy lifting: “Psst, moms! You need this in your first aid kit.”

That’s it. Ten words. Easy to scroll past.

But it quietly reveals something bigger about how parenting – and parents – are still being marketed to in today’s modern world.

Because here’s the thing: the product itself isn’t inherently “for moms.” It’s a pain relief spray. The larger message in the ad even says it “does more than help new moms,” which suggests broader usefulness. And yet, the hook, or entry point, is aimed squarely at mothers.

Not parents. Not families. Moms.

And this isn’t unusual. It’s the default.

For decades, marketing has treated moms as the primary (and often only) caregiver worth speaking to. Society is working hard at moving past this, but not marketing. Rather, it quietly reinforces a tired, old-fashioned narrative: when it comes to care, responsibility belongs to mothers first.

Which raises a question: where does that leave dads?

Because fatherhood sure doesn’t look like it used to. Dads are in delivery rooms. Dads are stocking first aid kits. Dads are doing late-night care, recovery support and everything in between. Not as “helpers,” but as parents.

And yet, they’re still largely invisible in moments like this.

To be clear, this isn’t about criticizing a single brand. Dermoplast is sadly doing what countless companies have done for years, and that is speaking to the audience they’ve been taught is “the buyer.” But, again, culture has moved faster than marketing.

The opportunity here isn’t just inclusion for inclusion’s sake. It’s accuracy. It’s relevance. It’s recognizing what families actually look like today.

Imagine the same ad reframed slightly:

“Psst, parents…”
or even
“For those first days home don’t forget this.”

Suddenly, the door opens wider. The message doesn’t lose clarity but rather gains truth.

The reality is simple: care isn’t a mom-only job. And the brands that start reflecting that reality won’t just be more inclusive, they’ll be more aligned with the families they’re trying to reach.

The question isn’t whether dads are part of the story.

It’s why they’re still being left out of the opening line.

April 1, 2026

One Small Word, One Giant Leap Backward

A recent ad from SignUpGenius is getting some attention online. Not for what it does, but for how it says it. The line reads: “Moms everywhere are using this to keep school and group stuff organized.”

Language doesn’t just reflect reality, it reinforces it.

And as we often say, words matter.

When a brand defaults to using the word “mom” for all things parenting, it subtly signals who is expected to own the work. Not who can do it. Not who does do it in many families. But who should. And that matters, especially in a culture with generations of dads taking initiative and sharing the invisible labor of family life.

The pushback online isn’t really about one word, it’s about what that word represents. For some, it feels like erasure. For others, it feels accurate. Both can be true at the same time.

This isn’t a call to shame brands or nitpick every line of copy. It’s a reminder of how small choices add up.

It’s a reminder – again – that words matter.

Swapping “moms” for “parents,” or even “families,” doesn’t erase moms, it simply widens the circle. It acknowledges the dads who are shopping, organizing the carpools, signing up for snack duty, and managing the chaos behind the scenes. Besides, do moms really want all the work pinned on them?

And from a marketing perspective, that’s not just more inclusive, it’s more accurate than ever.

Because the modern family isn’t one-size-fits-all. And the language we use shouldn’t be either.

March 2, 2026

What’s Up With Brands Still Pretending Dad Can’t Read a Diaper Box?

For all the talk about changing family dynamics, brands still act like dads are wandering the baby aisle in a daze, hoping a kindly mom will swoop in and translate the packaging. But if you’ve paid even five minutes of attention to modern fatherhood, you know that image is wildly outdated and costing companies money.

Today’s dads research car seats like they’re buying a NASA escape pod. They compare diaper absorbency charts. They follow pediatricians on Instagram. Yet when you look at most advertising in the baby, household, or family wellness space, you’d think dads vanished decades ago. The “default parent” in marketing is still wrongly to believed mom despite dads now handling bedtime routines, pediatric visits, and shopping trips at record levels.

This disconnect between reality and representation isn’t just a cultural problem, it’s a revenue problem. Brands spend millions studying consumer behavior, yet overlook half the parenting market simply because their messaging hasn’t been updated since dial-up internet. And in an era when authenticity wins, ignoring modern fatherhood makes companies look tone-deaf, out of touch, and uninterested in the families actually using their products.

The opportunity is huge: show dads as competent, caring, equal partners, not comic relief. Showcase real co-parenting moments: formula prep, nighttime bottle duty, diaper decisions, meal planning, cleaning, household purchases. That doesn’t erase moms; it reflects reality. It promotes stronger families.

Marketers love talking about meeting customers “where they are.” Well, dads are here. They’re active, involved, and spending money. It’s time the industry caught up with modern fatherhood and stopped pretending dad is just a background character in his own family story.

February 2, 2026

Why Formula Brands Still Target Only Moms – And Why It’s a Colossal Mistake

Formula feeding is one of the few parts of early parenting where both parents can participate equally. Unlike breastfeeding, bottle feeding is literally built for shared responsibility. So you’d think formula companies and brands like Baby Brezza would be leading the charge in showing dads feeding, soothing, prepping, and bonding.

But check out one of their recent social media ads aimed at moms. It’s costing them brand relevance, credibility and customers.

Why does this outdated approach persist?

First, legacy marketing dies hard. Many baby brands built their playbooks decades ago, anchored in the assumption that “mom is the customer.” Those assumptions became their personas, their agency briefs, their influencer lists – basically the entire ecosystem. Even when dads became more hands-on, the marketing didn’t evolve.

Second, the personas behind the campaigns are stuck in time. Plenty of formula brands have profiles like “First-Time Mom Jenna,” but none for “Night-Shift Dad Malik” or “Stay-at-Home Dad Jacob.” If dads aren’t represented in the strategic foundation, they won’t appear in the content.

Third, some marketers fear backlash for challenging stereotypes. They worry that showing a dad feeding a baby might “confuse traditional messaging” or “exclude moms.” Ironically, this fear actually excludes dads and alienates a growing share of modern families.

Fourth, they underestimate dads’ buying power. Dads research formulas, read reviews, choose gadgets, and handle plenty of the 3 a.m. feeds. Brands ignoring this are simply leaving money on the table.

In the end, the issue isn’t that dads aren’t involved. It’s that marketers aren’t paying attention. Formula and tech-feeding brands should be the first to embrace co-parent messaging, not the last to catch up.

Dads are already in the nursery. It’s time the marketing showed up too.

January 2, 2026

If Baby Showers Are Becoming More Co-Ed, Why Isn’t Marketing Evolving?

Baby showers have quietly gone through a transformation. The once women-only ritual has become increasingly co-ed, with dads, uncles, brothers, and guy friends joining the guest list. Today’s expectant parents want a shared celebration that reflects a shared journey. Parenting isn’t a one-person job, and modern families know it.

Yet dads – who are attending baby showers, building registries, installing car seats, and taking parental leave in record numbers – are treated like background characters in the story of their own children’s arrival.

So, if culture is shifting, why aren’t marketers keeping up?

Co-ed baby showers should have been marketers’ wake-up call. When dads show up to the party, literally and figuratively, it’s a sign that the consumer landscape has changed. Dads buy gear. Dads research products. Dads choose strollers and sign up for loyalty programs. Brands love “emerging markets,” yet somehow miss the one happening right under their noses: dads who are involved, intentional, and there for their kids.

So why the disconnect? Because outdated narratives are comfortable. Because marketers still default to 1995 personas. Because cultural shortcuts – “Mom is the caregiver; Dad is the helper” – die hard in social media circles and marketing channels where those in command like to play it conservative.

But here’s the opportunity: Co-ed baby showers aren’t just a trend; they’re a signal. They reflect what parenting looks like today, not what it used to be. Marketers who embrace this shift will speak to both parents, honor modern families, and expand their reach.

If dads are already active and present, brands should do the same. It’s time to evolve with the times or risk getting left out of the party.

December 1, 2025

Good Dad Wenceslas

Good Dad Wenceslas looked ahead,
‘Tis time for cooking and cleaning.
Dishes stacked and toys about,
Holiday lights gleaming.
Though the brands said, “Mom does that,”
He just smiled and listened.
Equal care was happening ‘natch,
Though few had yet envisioned.

“Hither, child, bring me the broom,
We’ll fix what’s overflowing.
Work and love share all this room,
And both are worth our showing.”
Page and parent side by side,
Through the tasks they wander,
Proving that the season’s pride
Belongs to those who ponder.

Marketers, be not afraid,
Truth needs no invention.
Homes are built by hearts that trade
Patience, care, attention.
Tell the stories whole and clear,
Show what’s real and steady.
Dads are equal parents, yes,
Active, engaged and ready.

Therefore all who brands employ,
Hear this gentle warning:
Honor dads with love and joy,
Every night and morning.
When your message seeks what’s true,
Tell the full endeavor —
Every dad has been in view —
Side by side, forever.

November 3, 2025

Why Doesn’t Marketing See Dads as Actual Parents? (We’re Looking at You, Meal Kits)

Some like to criticize the movie industry for endless sequels and franchise remakes. It’s a safe approach to cashing in, but it doesn’t advance the art form and allow it to move forward.

Marketing and media play the same game. They ignore dads, turning to the same strategy that insists moms are in charge despite knowing that things are different now.

That’s because in today’s modern families, dads are equal, competent co-handlers of the household. They cook, shop, schedule, pack lunches, run laundry, and juggle the same mental load that moms do. Yet if you look at mainstream marketing, especially with regard to meal kits, the messaging is still stuck in the past: moms as the default parent, dads as either absent or comic relief.

So Why Hasn’t Marketing Caught Up?

First, there’s inertia. For decades, the advertising playbook relied on gendered roles, portraying moms as the domestic managers and dads as the weekend warriors. That framework gets recycled because it’s considered safe and familiar.

Second, social media has reinforced the gap. Hashtags like #MomLife or #MomHack have worked before, so brands lean into them for visibility. Meanwhile, dad-focused parenting communities – though vibrant – don’t get the same mainstream amplification.

Finally, there’s risk aversion. Marketers sometimes assume talking to dads in domestic roles is niche, when in fact it reflects a massive cultural shift. Younger generations of parents expect to see themselves represented as equals, and ignoring dads is not just outdated – it’s a missed market opportunity.

Want to Profit? Leave No Stone Unturned

The reality is simple: dads today are not background characters in their homes. They’re making purchasing decisions, handling logistics, and shaping family routines right alongside moms. Brands that fail to acknowledge this look tone-deaf, while those that embrace inclusive storytelling can build stronger, more authentic connections.

Meal kits still have a lot to learn. The dads don’t shop or cook myth does an equal disservice to women by inferring that a mother’s place is in the kitchen, heaping the entire load of meal planning into their lap. Moms don’t want that stigma, either.

It’s time for marketing to catch up to modern family life. Families have changed. Shopping has changed. Kitchens have changed. The question is, will the marketing finally change, too?