How the Grinch Ignored Dads

Every family on Earth liked dads a lot…
But marketing and media, who lived on Earth too, did NOT!

They both ignored dads, even in June.
Now, please don’t ask why. No one can answer that soon.
It could be they were stuck in the Fifties.
It could be, perhaps, that the VPs were iffy.
But I think that the most likely reason to say,
May have been that they don’t know dads of today.

But, whatever the reason, being old-fashioned or mulish,
They stood there, looking at dads, acting so foolish.
Staring down from their boardrooms with a sour, grumbly frown,
At the warm lighted homes below in their town.
For they knew every dad down on Earth beneath,
Was busy now, shopping, cooking and feeding.

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“And they’re helping with kids” (which to us seemed apparent).
“Tomorrow on Christmas, they’ll act like they’re parents.”
Then they growled, with their fingers nervously a-patter.
“I must find some way to stop dads from being treated like they matter.”

For tomorrow, they knew, that dads of all kinds
Would wake bright and early, making Christmas day shine.
For the dads with their families, would sit down to a feast.
They helped cook and serve it, and shopped too, at least.
Which was something their marketing data hadn’t released.

And THEN dads would do something they liked least of all.
Every dad to be found, the tall and the small,
Would stand in the living room, so very involved.
They’d be with their kids, they had lots of fun.
CEOs don’t want to admit, but that’s how it’s always been done.

And the more marketing and media thought of those dads,
The more they thought, “We must create some new ads!”
“Why, for several years we’ve put up with it now!”
“We MUST stop dads from looking like they’re equally, competent parents! But HOW?”

Then they got an idea! An awful idea!
THE MARKETING AND MEDIA GOT A WONDERFUL, AWFUL IDEA!

“We know just what to do!” they laughed, oh so brash.
So they made reboot of Mr. Mom in a flash.
And they chuckled, and clucked, “What a great marketing trick!
With these shows and new ads, fathers won’t look so slick.”

Then they ran some campaigns that ignored dear, old dad.
They discounted his moves, and made him look bad.
They excluded with clubs and groups so complete.
Disney Moms, Chick-fil-A Moms, Walmart Moms all did meet.

But they didn’t stop there, media insisted with glee.
The headlines ridiculed dad hastily.
Moms do the laundry. Moms pack the lunches.
Moms handle checkups. They do it in bunches.”

Kellogg’s, Gerber, Pampers and Jif.
They’ve all ignored dad – it caused quite a riff.
And just when you thought they were all out of feats,
“And NOW!” grinned marketing and media, “I will exclude more with some tweets!”

Then they opened their browser, and started to click,
When they noticed some dads who were commenting quick.
Dads stared at those ads and said, “Marketing and media, why…
Why are you ignoring dads? WHY?”

But, you know, those corporate heads were so smart and so slick,
They thought up a lie, and they thought it up quick!
“Why, my dear old dads,” marketing and media lied,
“Moms want to cook and clean, and do the work inside.
The kitchen, the laundry, the chores – it’s all theirs.
They want the control, they don’t want to share.”

And their fibs fooled consumers, but something didn’t seem right.
In today’s modern world, dad’s involved day and night.

It was quarter past dawn, all the dads, still-a-bed,
plus the moms and the kids, still a-snooze and misled.

“Pooh-Pooh to the dads,” marketing and media did chatter.
“They’re finding out now, that to families, they don’t matter.
They’re just waking up! I know just what they’ll do!
Their mouths will hang open, but if you want proof,
The dads in their homes will remain so aloof.”

“That’s a sight,” grinned marketing and media, “That I simply MUST see!”
So they paused and figured everyone would agree.
And they did see a sight in homes across Earth.
It started upon birth, and as kids grew in worth.

But the sight wasn’t sad. Why this sight looked so fun!
It couldn’t be so! But it WAS fun – not even outdone!
Marketing and media stared down at homes!
They popped their eyes!
Then they shook and saw a shocking surprise!

Every dad down on Earth, the righteous and errant,
Surprise, surprise – knew just how to parent!
They DIDN’T have to be taught, told, or trained,
Instinctually they managed, their minds were ingrained.

Marketing and media hadn’t stopped dads from being parents. They already were!
Somehow or other, they were equally sure.

And the marketing and media, with their old-fashioned way,
Stood puzzling and puzzling, “How’d they manage today?
They cooked, cleaned and helped.
They handled it steady. They equally tended to children already.”
And they puzzled three hours, till their puzzlers were sore.
Then marketing and media thought of something they hadn’t before!
“Maybe dads,” they thought, “aren’t parents to ignore.
Maybe dads…perhaps…mean a little bit more!”

And what happened then…? Well, on the Internet they say,
That the marketing and media’s hearts grew three sizes that day!

And the minute their hearts didn’t quite feel so tight,
They brainstormed ideas to put dads in new light,
And they stopped the negative shows, programs and ads!

And they…the marketing and media themselves…took some time to know dads!

How ‘mom panels’ only tell half the story

Everyone keeps telling us the days of traditional gender roles are long gone.

They say men care for and nurture children, just as women work outside the home. Both parents contribute no matter what task needs done, because the lines are blurred and times are different now.

Ask around your circle of family and friends, and chances are those perceived dynamics match the real world. Moms and dads do indeed share responsibilities, but that’s not how the corporate world sees it. There, particularly in the realm of marketing and media, you’ll find a different story where stereotypes are held onto, where there’s a belief that only mom runs the show.chickfila2.jpg

That’s never been more evident than with the Chick-fil-A Moms Panel, a corporate initiative which works to bring moms news and announcements, gather feedback on future programs, and provide exclusive opportunities and gifts.

The program is driven through BSM Media, a marketing and media company that specifically focuses on connecting brands with moms.

The Chick-fil-A Moms Panel is believed to have close to 1,000 moms on this year’s panel. That’s a lot of moms who can help Chick-fil-A learn more about their offerings and the way they address customer service.chickfila3.jpg

The only problem? It’s forgetting half of the parenting equation.

Last year’s industry-first book, “DADLY Dollar$,” revealed several interesting facts about dads. A 2015 qualitative study by consumer insights firm iModerate indicated that dads make impromptu purchases first based on price. But there are other reasons. One reason is that they want to reward their children for good behavior, accomplishments, or even to avoid an in-store meltdown. In addition, they also like to give their families treats, either to celebrate events, reduce home tension, or indulge loved ones. They also do so out of convenience, for the sake of planning, and to anticipate items they might need.chickfila4.jpg

If money issues are often at the root of couples’ arguments, it may not prove who is right or wrong, but it at least proves this: dads have a hand on how money is spent.

Operating a moms-only panel isn’t only about ignoring half of its customers, it’s about losing out on potential revenue and the opportunity to learn how today’s modern families spend money.

Company founder Truett Cathy insisted, “We should be about more than just selling chicken. We should be a part of our customers’ lives…”

Rather than focusing on missed opportunities, we see Chick-fil-A as having a new opportunity to be a part of dads’ lives. In fact, there’s no better way for this family-owned business to remind everyone that families also include dads.