See this seemingly innocuous graphic used by Walmart in a recent email promotion? It’s purporting a gender bias that mom is the lead parent, and essentially, runs the proverbial show.
It’s terribly offensive to dads who spend equal, more, or all of their time running the show. In today’s modern world, parenting is one of those equally shared duties, and suggesting anything otherwise is wrong.
Amazon wisely caught its error when it quietly renamed the awkward Amazon Mom as the more inclusive Amazon Parent. Yes, families involve both mom and dad — as does shopping and cooking — and you’d never catch an auto parts store or sports league saying that those stereotypical male realms are “dad’s domain.”
So why does Walmart continue with this practice when it should know better? Why did Walmart actively promote a Walmart Moms program with no dads’ counterpart? Why does Walmart ignore our staff when we try to communicate with them about these topics?
We expect a little more from the nation’s largest retailer, and it should certainly notice a sexist promotion when it sees one, because a mother’s place is not in the kitchen, and dads can indeed cook. Truly, with this kind of message, no one looked good — not moms, not dads and certainly not Walmart.
Walmart has since dropped the use of this graphic, but it’s never too late to let Walmart know how it can treat dads in the future as equal, competent parents.
All of which might make dads more interested in shopping there.
Now that’s some serious food for thought.