Getting marketing and media to be more inclusive of fatherhood has many key factors.

Of course, the obvious consequence of ignoring dad is the degradation of fatherhood.

Yet there is another area of concern involving all of parenthood, particularly mothers.

Continuing to portray dads as incompetent shoppers, substitute parents for moms, or part-time sidekicks is an insult to moms.

It questions the mom’s choice she made to become a professional woman.

It’s she who desires to focus on providing the best for her family and reaching her utmost career potential instead of staying at home with the kids.

It also belittles her decision to marry the man she chose to be her husband and father of their children. No matter how you add it up, the commutative law of addition still yields the same result.

Motherhood + fatherhood or fatherhood + motherhood = both equal parenthood.

The good news is company and marketing executives have the power to change how they view dads as parents, as well as consumers of products and services.

Even better news is that dads continue to be an evolving and growing target market.

Ask mom how she feels about dad being excluded.

You might be surprised how much it affects her.