Cleaning up diapers: why the race for dads is on

In the world of diapers, there seems to be a sudden race to reach the long, undervalued segment of dads.

Although in some respects, the race might resemble that of a slow crawl.

Within the past month, we’ve seen the big three diaper makers – Pampers, Huggies and Luvs – all take intriguing steps toward speaking to the parent other than mom. Of course, that would be dad, the other parent who’s curiously inconspicuous from most diaper websites.

Pampers seems to be in the early lead, having quietly updated its prominent menu tabpampers2.jpg with little fanfare:  “Mommy Corner” was switched to “Parent Corner.”  Of course, Dad Marketing Headquarters noticed the change, and gave instant kudos for the fantastic, albeit minor one-word upgrade.  Fresh off its successful #PampersBabyBoard event, several dads there and elsewhere noticed the improvement and too offered their appreciation via social media.  Pampers still has a way to go to reach full parental inclusion, but tweaking a prominent communication tool like a website menu is a positive start.

Huggies, on the other hand, maintains its long-standing “Mommy Answers” menu tab, a huggies2section which ignores fathers as equal parents in more ways than one.  We’ve been in communication with its PR agency, who assures us that changes are on the way this summer.

Huggies is no stranger to controversy. Its 2012 “Have Dad Put Huggies to the Test” campaign backfired, causing its marketing team to embark on some serious damage control after one father started a “We’re dads, Huggies. Not dummies,” petition that garnered more than 1,000 signatures in less than a week.

huggies7And just this calendar year it maintained a web page at huggies.com offering the unabashed advice, “4 Ways to Get Dads to Do Diapers.”  That piece has since been removed.

Luvs also made a significant change last week:  one of its front page web sliders at luvs.com was altered after repeated nudging from our office.  It only took a simple edit to make dads everywhere feel included with its new self-proclaimed slogan:  “The Official Diaper of Experienced luvs7.pngParents.”  The only problem is, there’s other sliders on its landing page that contain other mom-only references, as well as others on its site that need updated, too.

These easy fixes are often at the core of the problem.  So often it’s a matter of a quick edit – many times a mere one word – that would make a noticeable difference.  In today’s ease-of-use content management world, they’re the kind of changes that anyone could make quick and painless within minutes.  While Huggies’ changes seem to be part of a full site-wide revision and overhaul, why wait to make uncomplicated, one-word adjustments?  Those straightforward, obvious fixes should be made right now.  All of this is part of a slow, drawn-out process and it doesn’t need to be this way.  Equality shouldn’t wait.

For now, at least a word of congrats to these diaper makers is in order.  But at the same time, no parent would let a child sit for days with an oopsie in its diaper.  So why should an exclusionary website sit unattended to, just the same?

The race is on to capitalize on the spending power of dads.  Who will win?  Keep up-to-date with this site and also follow us on Twitter, Facebook, and Instagram, where you can be certain we’ll stay on top of it.

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