Most consumer products have peak sales times of the year – periods on the calendar when companies can best capitalize on generating the most revenue.
For many, that time of year is the holiday shopping season, when gift buying is strong. For others, such as home improvement stores, that time occurs during the spring when home owners are fixing and planting. Fitness centers especially profit during January and February as New Year’s resolutions mean losing weight and exercising more.
Of course, this time of year – back-to-school season – is when breakfast and lunch makers ramp up efforts to get families in the groove of using their products.
And what is snack maker/baker Entenmann’s doing? It’s telling the nation that only one parent takes care of kids.
Not only can you find use of the word mom (not parent), you can also find images of a lopsided 13 moms vs. 4 dads on its Parents/Have Fun With Us page.
All of this would have been appropriate some 60-70 years ago when moms ran the show. But parenting has changed dramatically since then. In today’s modern families, dad is now also in charge of buying groceries, clothes, school supplies, and other products and services the family needs to exist. So the marketing approach is key, because dad needs to see he is a trustworthy purchasing agent for his family. The best way to do this is to involve him in the marketing process and value him as an equal parent as well as a valued customer.
By marketing directly to moms, Entenmann’s reinforces a certain stereotype and subliminally makes dad feel that mom is a better/leading parent.
Entenmann’s could do everyone a service by ending this practice of only conversing with moms. It will also do itself a firm favor by winning back dads who are currently reaching for another brand.
that has spawned a
Its headline sounds like dad is some sort of project that needs to be developed, and can only be done so by a woman. As the reader’s question poses, yes, dad needs cared for – which is part of the definition of nurture – but he doesn’t need to be grown or developed (another part of the definition of nurture). If mom was given space to figure out things on her own, so can dad. That learning can also come together, but there’s no need to insinuate that a dad needs training that only the “lead parent” (e.g., mom) can provide.
Now looking at Murkoff’s response, the opening line also shows a lack of respect for men. No, men don’t care only about sex, and it also suggests that men aren’t as dedicated to conceiving as women. Saying anything otherwise is demeaning to the many caring dads-to-be who are just as interested in having a baby as the mom-to-be.
below the belt in a variety of ways. But you’ll have to look carefully for its greatest offense, which is buried beneath several gender-biased marketing methods.
sometimes awkwardly encourage both “moms and dads” to check out its tips and recipes at its one-gender-only named site.
