July 3, 2024

Helping Children Exude Patriotism Year Round

It’s not hard to feel American pride every 4th of July, but what happens the next day?

It seems to all disappear. No more flags, no more red/white/blue – the public display of national patriotism fades away until next Memorial Day, at best.

However, there’s something to be said for helping our children display patriotism throughout the year, not just one day or week in July. Think about ways we offer year-round support for other things we love – now imagine your kids calling the grandparents only once a year.

We love America, right? Let’s show everyone there’s more than one Captain America.

Wave flags

It’s the easiest, most time-honored way to show your pride. Let your kids raise it, or display it, every single day of the year. Consider installing a flagpole, but if funds or space prevent that, add one to your porch or balcony – or wherever people can see it. There was a resurgence in flag interest following 9/11, but that has faded with time. How unbelievable would it look if every home in America displayed a flag? Don’t forget that flags must be illuminated if kept out overnight.

Respect the office of President

Whether you like Biden or Trump or whomever, you have to respect the position they hold. It’s not as if you need need to endorse the person or what they stand for, but rather, just the office. Here’s an idea: the next time you want to spread negative energy about a specific person on social media, instead use that moment to say something positive to your children about the importance of the Oval Office and to their future. Your kids will have plenty of time to shape their own political opinion when they’re older. After all, some child their age will be President someday. For now, help them understand that even if we don’t share the same values or ideals we need to respect one another. Drop the negativity around your kids. Respect starts with you.

Visit D.C.

There’s no better place to learn about our history and patriotism than in the District of Columbia. And if time or money makes that impractical, perhaps settle for a visit with your kids to your state capitol or local courthouse. There you’ll at least see American government clicking on a local level. You could also try to meet your U.S. representative, who is often accessible at fairs and events.

Thank a vet

You can’t always tell the veterans walking among us, but if you happen to meet one, show your children just how much they mean by thanking them, buying them a meal or cold drink, or showing some other gesture of gratitude.

Read history books

You can teach your children a lot about American pride and dignity with a simple trip to the library. Let them pick the topic, as there’s plenty they can learn about our monuments, historical moments and figures who made America so great.

Obey our laws

What kind of message are we sending to kids when we break traffic laws, then top it off by bad mouthing law enforcement who issue tickets? Our laws are there to keep us and everyone around us safe. We would do well to set an example for our children by respecting the law and those who enforce it.

Get involved

When we serve others, we’re serving a greater cause than our own. That doesn’t mean we need to necessarily work at a local food kitchen. Often libraries have volunteer opportunities for pre-teens, or at school or church. You also could simply clean off gravestones at a cemetery or pick up litter on a family walk. Opportunities abound to help our fellow Americans.

June 3, 2024

Let’s Abolish the ‘Dad Joke’ in Father’s Day Ads

Marketers tend to be a creative bunch. Just look at the Super Bowl commercials we enjoy every year. Or the clever ads we enjoy before movies. Or those ingenious jingles stuck in your head.

But then comes June and things tend to get rote.

That’s because Father’s Day – in all its grandeur, distinction and variability – gets treated the same whether a company is marketing clothes, ice cream, or (sigh) grilling tools.

Behold, the dad joke. It’s the go-to schtick for advertisers of all ages. It’s a surefire way to check the box and let the world know you’ve got this holiday covered in a fun way.

Make ‘em laugh, right?

More like, make ‘em gag. It’s all well-intentioned, of course, but It’s. Getting. Old.

Mother’s Day ads contain feeling and heart. And Father’s Day ads? Usually, some mention of the dad joke. It’s become so commonplace we’re not sure if marketers are laughing with dads, or at them.

Think of the words employed throughout Mother’s Day ads, and you’ll discover dads are hardly getting their fair share of sentimentality.

Dads are funny, yet they’re also loving, patient, caring, sacrificial, nurturing, supportive, wise, thoughtful, involved, compassionate, hard-working, empathetic, hopeful and loyal. The adjectives are infinite, and humor isn’t the only way to connect with dads. Yet marketers continue to use the same stereotype every June.

This Father’s Day let’s incorporate some meaning into our ads. Let’s get the creative juices flowing while showing dads how much they matter.

Please don’t reference the dad joke. By now, no one’s laughing.

May 2, 2024

Unnecessary Post Leaves Dad in the Dust

When radio was still a thing, shock jocks ruled the airwaves. These were provocative hosts known for exaggeration and aimed to offend. It’s how they got noticed and improved ratings.

Of course, radio is hardly what it was but the formula for attention remains the same: say anything you want for ratings – or clicks.

Which is exactly what websites do today. And you’ll find no better example than this post at What To Expect’s site. Here the commenter – yellow01 – poses a situation that shouldn’t be up for discussion: “Letting dad take baby alone to his parents house.”

Yellow01’s thoughts radiate a sexist, demeaning and controlling vibe:

“…I still don’t feel comfortable going out alone and leaving baby” (with dad, implied)
“…I said you’re not taking him alone anywhere till he’s older”
“…I don’t trust anyone but my mom”
“…I never said his parents couldn’t see the baby I just said no to him taking him alone”

There’s no point in arguing the unacceptable nature of these comments. We all know they’re off the mark, as validated by the numerous commenters who politely suggest yellow01 is out of line.

What’s equally wrong is how What To Expect allowed this post to appear in the first place. Every forum has a moderator, and permitting this one to go live is like letting a shock jock’s poorly trained tongue say anything in the name of ratings.

But as you can imagine, What To Expect absolves itself from any offense with the convenient disclaimer, “The views expressed in community are solely the opinions of participants, and do not reflect those of What to Expect” (plus the handy omission that it may make commissions from links on that page).

It’s all evocative of the adage, just because you can say something doesn’t mean you should.

For most shock jocks, things don’t end well. As they push the envelope of decency, they show a lack of regard for others. Many have been fired, censored, created social outrage, or caused their employers to be fined.

They’re the equivalent of tabloid newspapers, and we know how those are regarded in society.

Dads deserve better. Show empathy.

April 2, 2024

You Know Dads Aren’t Being Treated on Equal Plane When a Story About Progress References a Sexist Movie Title

Not long ago, a New York Times piece heralded the growth of stay-at-home dads. (Forget the fact that in recent years there hasn’t been printed – as far as we can tell – a story on the growth of work-outside-the-home moms.) The story discussed how, more and more, men are erasing stigmas and normalizing the fact that fathers do indeed stay at home to care for the family.

But clouded by its very message of normalization was the reference of a sexist movie title that detracted from an otherwise supportive piece.

A headline is intended to summarize a story and draw readers in. This one merely reinforced an old-fashioned, prejudiced trope.

It’s disappointing how anytime the topic of stay-at-home dads arise, it’s often accompanied by a reference to this highly sexist, badly outdated film – which is a shame because the movie is filled with more than a few likable and notable actors.

In a world of #MeToo, Quiet on Set, problematic racist movies, and notable social movements, writers, media and marketers would do well to stop referencing a movie that has aged poorly and does fathers no favors.

Stop talking about it, citing it and quoting it – except only in the sense of learning from its frustrating premise and, thus, offering better entertainment that builds up families and society.

March 1, 2024

What’s With This Ad From Playtex Baby?

Playtex Baby is a brand specializing in baby care products, including feeding bottles, nipples, sippy cups, pacifiers, and diaper disposal systems. It is known for providing innovative and practical solutions to make parenting easier and more convenient.

That’s right, parenting.

So why is it minimizing dad to virtually nothing in its latest social media ad? Why does it make eight references to moms while ignoring the indispensable contribution of fathers to families?

The exclusion or marginalization of dads in advertising can stem from various factors – none of which are right.

Addressing this exclusion requires a shift in mindset among marketers, a commitment to challenging stereotypes, and a recognition of the diverse roles that fathers play in modern families. By embracing inclusive portrayals of fatherhood, advertisers can better resonate with their audience and reflect the realities of contemporary family dynamics.

It’s essential for companies like Playtex Baby to recognize the importance of inclusivity in their advertising and strive to represent diverse family dynamics. By acknowledging and portraying the involvement of dads in parenting and caregiving, they can better resonate with a broader audience and reflect the realities of modern families.

Social media ads can be edited quickly and easily. In a world that demands equality, Playtex Baby’s only response is to do the right thing – and do it fast.

February 2, 2024

Why Dads Feel the Hurt Over Parentheses

parenthesis – pa·ren·the·sis /pəˈrenTHəsəs/ noun
plural noun: parentheses; a word, clause, or sentence inserted as an explanation or afterthought into a passage that is grammatically complete without it, in writing usually marked off by curved brackets, dashes, or commas.

The key word in this definition – at least in terms of dads – is afterthought. And when you consider a few headlines and slogans over the years and what that does to a person – it can be demoralizing.

Marketers often have misplaced agendas when using parentheses, or perhaps misguided thoughts via long-held stereotypes and media. The media should know better. Its job is to deliver unbiased news guided by fact-checking and self-regulatory mechanisms, and semantically speaking, makes no sense to leave dads out of messages related to families and parenting.

Words do indeed matter, which makes it hard to explain why this Syracuse, N.Y. television station used parentheses in the first place. Same for Jesben, which has been employing them for over a decade.

Dads are equal, competent parents – not afterthoughts, digressions or asides.

When something is parenthetical in nature, it means that it can be removed without damaging the structure of the sentence.

While that may be true, it is damaging to the very structure of families when you reduce dads to an afterthought.

January 4, 2024

Deciding When to Have Kids – and How Many?

If you give your girlfriend a ring, she’s going to ask for a wedding. When you give her a wedding, she’s probably going to ask for a home. When you move into the home, you’ll both see an empty room. Seeing the empty room will remind you about having a baby…

[Record scratch]

Wait a minute – you’ve heard this before. That’s because when you and your spouse knew you wanted to spend your lives together, it was probably a foregone conclusion that you’d welcome kids along the way. The only question became when and how many?

Of course, no one can answer those questions but you and your spouse, but here are some factors to consider when deciding to have kids.

Space

If your digs are tight, you need to think about how an addition will make things even tighter. Remember, it’s not just the extra person (however tiny they may be – initially), but all the trappings of babyhood: bassinets, cribs, playpens, changing tables, swings, dressers, etc. You also must be prepared for anything, like – surprise – the possibility of more than one baby.

Finances

You can’t put a price tag on a human life, but you certainly can on diapers, wipes, formula, clothes and baby furniture. No, it’s not cheap having a baby, but neither is anything else in life, so it’s all about priorities. Be sure to consider what your budget can handle, because you don’t need extra strife when undertaking something new.

Jobs

You also need to consider your work situation. Some employers aren’t so family-friendly and may not make it easy for both mom and dad to transition into this new lifestyle. Be ready for anything career-wise, even if that means that one of you suddenly decides to quit work and stay home with the baby. It could also mean transitioning into a remote gig for one of you. If none of that is an option, figure out how much childcare will cost for you to keep your current job.

Ages

Having a baby at age 25 is a lot different than having one at 45 no matter whether you’re male or female. The challenges are different for each gender, but proper consideration remains important for each. You’ll also need to discuss how many kids you hope to have, and by when. Planning for future additions is a lot like planning your financial future – it takes a lot of thoughtful joint discussion.

Lifestyles

This category offers a lot of intangibles that could sway you in either direction. Are you so active in a hobby or passion that it could prevent you from raising a child as it deserves? Do you have a solid support network nearby? Are you planning a major career change or dramatic move across the country? Consider all those factors that influence how you function in life.

Viewpoints

If one of you is ready and the other isn’t, that’s going to take some heartfelt and meaningful conversation. It’s not like you’ll be able to resolve your difference of opinion overnight. But remember, you got into this relationship for a reason, you’re committed, and you can work this out. Something this important deserves a lot of loving empathy, as well as give-and-take.

Of course, there’s another factor not examined here – and that’s your heart. You know you love each other, and you want that love to grow even more. So, you could stop thinking about it, over-analyzing it and just get on with it.

Then one day when you have a baby, you’ll lay her down for a nap. While she’s sleeping, you’ll look around your home and realize there’s an empty room. And chances are if you have an empty room…

December 8, 2023

Jingle Dads

Dashing through the stores, in a marketing parade,
In search of gifts that make, family spirits cascade.
The deals indeed are on, we’ll shop all day with glee,
Marketing to dads, a major brand decree.

Jingle bells, wallets swell,
Sales signs all the way,
Oh, what fun it is to shop,
With dads for Christmas Day!
Jingle bells, wallets swell,
Sales signs all the way,
Oh, what fun it is to shop,
With dads for Christmas Day!

In the stores we go, checking our list twice,
To find the perfect gift, at the bestest price.
You have to realize dads, love to shop it’s true,
Marketing’s the dance, the deals they will pursue.

Picking toys and food, decorations bright,
Marketing to dads, is a festive sight,
For they are parents too, executives do say,
Let’s market to them day and night, in a jolly way!

November 1, 2023

I Pity the Fool Who Doesn’t Learn from Others’ Mistakes

What do Jif, Cheerios, Disney, Kix, Huggies, Similac, Boppy, Walmart and Amazon all have in common?

They listened to our plea.

Through activism and denouncing exclusionary marketing practices, they responded to our appeals and changed their ways. They realized that omitting dads is not only detrimental to the family, but it affects their bottom line. They discovered that dads shop, consume, have money in their pockets – and most of all – parent.

Yes, at one time these revered brands offered ads, slogans, or programs aimed specifically at mothers, thus excluding dads in word and deed. Each company was approached by our team, and all made changes to their marketing efforts.

So, why can’t Mrs. T’s Pierogies?

On social media it issues messages such as, “Calling all busy moms!” or talk about a “mom-life balance.” It also ran a program this year titled, “All-Star Moms.”

We pointed out these misgivings on social media and received no response from Mrs. T’s, nor Hunter Public Relations , which is responsible for its social media.

(Side note: Hunter’s website curiously insists that “helping brands ‘relate’ to their ‘public’ will always be at the heart of what we do…”)

All of which is sad, because dads, like anyone, want to feel welcome. They want accompaniment. They want to feel included. They want to be treated like an equal parent. They want to know they matter. They want to be with.

General Mills, upon righting its long-standing discriminatory Kix slogan, issued an equality-seeking manifesto after its 2018 reboot.

“Kix is excited to announce that we have updated our slogan to ‘Kid-Tested. Parent-Approved,’” said Mike Siemienas, General Mills spokesperson. “This new slogan is more inclusive as the word ‘parent’ applies to the individuals raising children.”

General Mills finally realized the error of its ways.

Will Mrs. T’s?

October 2, 2023

Daddy-Daughter Relationships Are Important

The saying goes something like this: “there’s nothing quite as special as a love between a father and his daughter,” or “…between a mother and her son.” Or vice versa.

Any proud parent of each gender can attest that those sayings are only partially true. While you probably possess a deep love for your children, you probably don’t have any extra special bond with, say, your daughter that makes it superior to that of the relationship with your son. Hopefully, you love them all equally, and there is no unspoken or unexplainable sparkle that makes the daddy-daughter dynamic superior to another.

But if you’re a dad, you can say this: you and your daughter share a distinction that you and a son can never replicate. It doesn’t make your relationship more special. It only makes it different.

And that obvious distinction is that you’re not female, and your daughter is not male. Men offer certain characteristics by way of their gender, and you can never experience the other – except through each other. That makes a daddy-daughter relationship unique, to be sure.

As a dad, you likely appreciate the feminine traits that a girl brings to your family. You notice that femininity in your wife, your mother and in any sisters with whom you grew up. But to witness your daughter moving from different stages of play, styles in clothes and probably someday to new relationships that may shape their lives – it’s all new to you.

Men’s and women’s basketball essentially look the same, but any coach from kids to the pros will tell you that they coach male and female players a little differently. Their players’ attitudes are different. The locker room has a different vibe. Even the game is different. So it goes with the daddy-daughter relationship.

The bond is also unique is because a dad is the first male his girl will meet, and hopefully admire.

When we meet anyone of the opposite sex, we encounter humanity. We see life through a different lens.

A boy can certainly look up to and emulate his dad, but he’s also male and probably shares some of the same masculine characteristics that will be fully developed someday.

A daddy-daughter relationship is almost like a dress rehearsal for life. She’s getting to relate to the opposite sex from the get-go. That’s valuable experience and makes any dad’s job an important one.

If you’re lucky and blessed to have a daughter, you get to witness the feminine side of child rearing, and she gets to witness you as a male father figure. It’s so obvious, but a wonder to behold when you reflect upon it.

So while you can’t say a daddy-daughter relationship is any more special, you can say it’s unique. Here’s to all the dads and daughters that make the world go ‘round.

dadmarketing

Exploring the world of marketing to dads

Uncategorized