Parenting Isn’t a Mindset, It’s a Vocation

Similac has long offered a StrongMoms program despite selling a product any parent can use. We’ve pointed it out in the past and received nothing in response – until now.

We replied to one of Similac’s StrongMoms social media posts with, “It’s baby formula. Why not call it StrongParents Rewards? #DadsCountToo”

Similac had a most curious response.

“While named StrongMoms, it’s really meant to be a mindset that encourages and supports all parents in the decisions they make for their families. So any caregiver who identifies with our message should feel like they can be a part of StrongMoms. We have plans to continuously improve our program for ALL caregivers, and we’ll be sure to share your feedback with our team.”

A great deal of sexism can be deduced from this three-sentence response:

1. If you’re a male, you’re not a dad – you’re a mom. Similac says that if you identify with their message of being a parent, you’re essentially a mom. Forget the fact you’re a dad or could even be a grandparent caregiver. Everyone is considered a mom in its program because mom is the default parent. Dads don’t matter.

2. Dad isn’t capable of being a caregiver. Don’t beat around the bush Similac, just say it – you don’t think dads are equally capable parents. You don’t believe dads are as good parents as moms. That why you can’t even state the word dad in your response. Of course, the truth is mothers bear no more instinctual ability to parent than fathers.

3. Let’s call a spade a spade. Why doesn’t Similac simply change the program’s name? Why can’t it employ the word parents instead of moms? Does Similac feel inclusion of the word parents would cause moms to become less interested in its products? That seems unlikely. Here’s what we do know: if your name is biased, your program is biased. If your logo is biased, your message is biased. If your photos are biased, your potential customers can’t identify with whatever message you’re trying to convey.

4. Gender equality doesn’t work both ways. Women deserve gender equality in the work force and companies wouldn’t dare suggest otherwise. Men deserve gender equality in the home but don’t get it. Promoting a mindset where dads aren’t supported in name isn’t supporting. It’s time for change.

5. Conduct a ‘switch the name’ test. Replace the word mom with dad to see how it reads and whether or not it might exclude. If so, it might be time to consider a more inclusive name. When a company doesn’t recognize and see the value of the man a woman chose to be her husband and father of their children, that could very well be insulting to moms, too.

One thought on “Parenting Isn’t a Mindset, It’s a Vocation

  1. As a new dad (as of 8/14/21), the Similac “StrongMoms” marketing really bothers me too and I, like you, also thought “StrongParents” would be more inclusive. Its not just Similac though; I’ve signed up for so many newborn related programs and websites the past few days and so much of the marketing is geared towards moms rather than parents. I just ordered a bassinet from 4moms.com for example; dad needs it too!

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