Companies like Similac only wish to target its product to mothers, because unfortunately, it still believes that moms solely handle the reins when it comes to feeding babies.
But then you have different companies like Baby Brezza, who offer a progressive, free-thinking approach to its marketing and advertising.
Check out its latest ad (featured), which uses the inclusive word, “parenting.”
Imagine how different this ad would have looked had it chosen to use the word “mothering” instead of “parenting.”
Even with a photo that only includes mom, by using that complete, all-encompassing term, it makes dads feel like they’re being spoken to – like they count.
Over at babybrezza.com, you’ll find a site that mimics the ad, where uses of parenting abound, just as the testimonials impressively reference non-biased terms such as “families” and “parents.” The videos also include dad feeding baby, and includes a special section “Kitchen Time with Dad.”
It’s no wonder Baby Brezza received awards from Parent Tested Parent Approved and the National Parenting Center.
Keep up the good work, Baby Brezza.
You won’t believe what a certain parents magazine recently said about dads: they exist!
After numerous stories where we pointed out American Baby magazine’s inability to consider dads as equal parents, it finally conceded to the inevitable reality that dads are indeed part of its customer base.
It was no easy road to get here.
We’ve written about American Baby magazine and its sexist photo credits.
We’ve written about its general monthly editorial content that ignored fathers.
We’ve written about how it doesn’t believe dads are concerned about child safety.
We’ve written how its baby registry advertisement disregards dads.
We’ve written about how it suggests that dads don’t buy baby products.
We’ve written about how it simply pays no attention to dads as parents.
We’ve also heard absolutely no feedback from ABM, nor any attempt to communicate, or even any acknowledgement of our issues.
But the tide is turning, and if you held the latest American Baby magazine by its spine and emptied out those (sometimes annoying) subscription postcards before reading it, you missed the best part. As you can see above, it clearly mentions dads by name, acknowledging that its magazine is for dads to read, too.
Well done, ABM, and we look forward to your next issue with great interest!