dads

November 3, 2025

Why Doesn’t Marketing See Dads as Actual Parents? (We’re Looking at You, Meal Kits)

Some like to criticize the movie industry for endless sequels and franchise remakes. It’s a safe approach to cashing in, but it doesn’t advance the art form and allow it to move forward.

Marketing and media play the same game. They ignore dads, turning to the same strategy that insists moms are in charge despite knowing that things are different now.

That’s because in today’s modern families, dads are equal, competent co-handlers of the household. They cook, shop, schedule, pack lunches, run laundry, and juggle the same mental load that moms do. Yet if you look at mainstream marketing, especially with regard to meal kits, the messaging is still stuck in the past: moms as the default parent, dads as either absent or comic relief.

So Why Hasn’t Marketing Caught Up?

First, there’s inertia. For decades, the advertising playbook relied on gendered roles, portraying moms as the domestic managers and dads as the weekend warriors. That framework gets recycled because it’s considered safe and familiar.

Second, social media has reinforced the gap. Hashtags like #MomLife or #MomHack have worked before, so brands lean into them for visibility. Meanwhile, dad-focused parenting communities – though vibrant – don’t get the same mainstream amplification.

Finally, there’s risk aversion. Marketers sometimes assume talking to dads in domestic roles is niche, when in fact it reflects a massive cultural shift. Younger generations of parents expect to see themselves represented as equals, and ignoring dads is not just outdated – it’s a missed market opportunity.

Want to Profit? Leave No Stone Unturned

The reality is simple: dads today are not background characters in their homes. They’re making purchasing decisions, handling logistics, and shaping family routines right alongside moms. Brands that fail to acknowledge this look tone-deaf, while those that embrace inclusive storytelling can build stronger, more authentic connections.

Meal kits still have a lot to learn. The dads don’t shop or cook myth does an equal disservice to women by inferring that a mother’s place is in the kitchen, heaping the entire load of meal planning into their lap. Moms don’t want that stigma, either.

It’s time for marketing to catch up to modern family life. Families have changed. Shopping has changed. Kitchens have changed. The question is, will the marketing finally change, too?

October 1, 2025

Why Leaving Out Dad Hashtags is a Strategic Miss in Parenting Marketing

Hashtags aren’t quite the powerhouse they were in the early Instagram/Twitter days, but they are also more than throwaway add-ons. They’re signals of who a brand sees, values, and wants to engage with, and yet it’s common to see posts stacked with #momlife while #dadlife is nowhere in sight – even when the product itself is completely gender-neutral.

Take this post (right) from Amara Organic Foods, which excludes dads throughout its list of 24 hashtags. At first glance, this might seem harmless. But strategically, it’s a mistake. Here’s why.

Reinforcing Outdated Stereotypes

For decades, marketing has defaulted to “mom as the parent,” assuming mothers make all the household decisions. While moms are important, today’s parenting is far more balanced. Leaving dads out not only misrepresents reality but also reinforces the very stereotypes many consumers want brands to move beyond.

Missing Half the Market

We all know today’s dads are engaged: cooking, caregiving, shopping, and searching for parenting hacks online. Excluding dad hashtags sends the signal that a brand isn’t speaking to them. That weakens loyalty and narrows the potential audience.

Analytics Blind Spots

Some teams argue that moms dominate their current follower base, hence the reason why they push messages to them. But this becomes a self-fulfilling loop: if you never tag dads, you’ll never reach them. Inclusive hashtags expand reach and help build communities that reflect the real makeup of your customer base.

Brand Perception and Inclusivity

Consumers notice when brands ignore inclusivity, and today’s families want to see themselves represented accurately. A feed that skews exclusively toward moms – or sounds like it was written by one gender – looks tone-deaf, even when unintentional.

The fix is simple: use a balanced mix of parenting hashtags that acknowledge all caregivers. Inclusivity isn’t just good ethics, it’s good marketing. Companies that recognize dads in the parenting conversation will expand their reach, strengthen brand trust and stand out in a crowded market.

September 3, 2025

Who Carries the Responsibility? Spoiler: It’s Both Parents

Culturally, society tends to assume that moms carry the emotional and domestic weight of the family. We hear it in media all the time: how exhausting motherhood is, how no one sees what moms go through, how they’re stretched too thin. And none of that is wrong. Motherhood is exhausting. The emotional and logistical juggling act is real.

But here’s what often gets left out of the conversation: Fatherhood is just as heavy, and just as invisible.

Not in a competitive way. Not to minimize anyone’s struggle. But to recognize that society still rarely asks what dads are going through. Marketing and media are nearly oblivious to it.

The Quiet Pressure Dads Feel

Today’s dads are not coasting. They’re on the front lines everyday doing school drop-offs, late-night feedings, managing bills, fixing the faucet, and still fielding work emails from the sidelines of a soccer game. They’re active partners, not just “helping out” but fully responsible for the well-being of families.

Yet they often get left out of the narrative. Their exhaustion is quiet. Their fears are often kept to ourselves. And while moms are rightly offered support and solidarity, dads are more likely to hear: “Well, that’s your job, so man up.”

It’s Not About Keeping Score

This isn’t about who has it harder. It’s about mutual understanding. When we focus only on one parent’s burden, we risk ignoring the full picture and missing the chance to support each other better.

Because if moms feel like no one understands them, and dads quietly feel the same way, maybe what parents really need is to listen to each other. To stop assuming and start asking. To admit that yes, this is hard for both parents. And it’s okay to say that out loud.

No one is supposed to carry the pressure of family life alone, neither moms nor dads. It’s supposed to be managed together.

July 2, 2025

Google Search Trends That Prove Dads Are All In

For decades, the cultural script around parenting has cast dads as the stereotypical sidekick. He’s the guy who burns dinner, buys the wrong diapers, or babysits his own kids like he deserves a medal. Yuck.

But there’s mounting evidence that this outdated and wildly inaccurate narrative is crumbling, and Google’s search bar is one of the most honest mirrors we have. Because if you want to know what people actually care about, just look at what they’re Googling at 2 a.m.

The Search Bar Doesn’t Lie

A dive into recent Google Trends and keyword data reveals a clear shift: new dads are searching for parenting guidance in large and growing numbers.

Search terms like:
• “how to get baby to sleep through the night dad”
• “best baby carriers for dads”
• “mental load in parenting”

…have all seen significant year-over-year growth. Some, like “stay-at-home dad schedule,” have doubled in volume over the last five years.

These aren’t idle curiosities. They’re search queries driven by lived experience. Despite what commercials and media tell you, everyday dads are hungry for resources, advice, and yes, even gear that speaks directly to them.

Brands Are Still Behind

Despite this data, the marketing world hasn’t fully caught up. A recent audit of parenting product ads across social media showed that fewer than 20% featured dads in a primary caregiving role.

That’s a missed opportunity, and not just for representation, but for revenue. Dads are:

• Spending more time with their kids than any previous generation.
• Making household purchasing decisions.
• Demanding products and content that don’t insult their intelligence or erase their role.

What This Means for Marketers

If your brand is still marketing diapers, strollers, or family tech like it’s 1965, you’re not just being tone-deaf, you’re leaving money on the table. Today’s dads are searching for guidance, connection, and products that respect their role. Show up where they’re searching. Speak their language. And most importantly, treat them like the parents they already are.

Because the modern dad isn’t waiting for permission. He’s already all in.

May 1, 2025

Get ‘Ems by Gerber – What Are Dads Supposed to Get?

Gerber launched a new product line for toddlers called Get ‘Ems – small, poppable snacks designed for little hands and on-the-go parents. The concept? Smart. The packaging? Cute. The marketing? Disappointing.

If you’ve been following Gerber’s social media lately, you’ve probably noticed the trend:

  • “…made with the good stuff moms love too”
  • “…Mom’s stamp of approval”
  • “Nice choice, Mom”
  • #momapproved

The implication is loud and clear: when it comes to feeding toddlers, Gerber sees moms – not parents – as the default audience.

This kind of gendered marketing isn’t new. But it’s especially disheartening coming from a legacy brand like Gerber, which has the reach and influence to shape how we think about modern parenting. In 2025, we should be past this old-fashioned stereotype.

The truth is: dads buy snacks too. Dads do school pickup. Dads pack the diaper bag, prep meals, and handle snack time in the minivan.

Dads aren’t fringe players in the parenting game – they’re in it, every day, just like moms.

So when a major brand rolls out a new product and makes a big splash across Instagram, TikTok, and Facebook with mom-only messaging, it sends a signal. Not just to fathers, but to kids, and to the culture at large: “Only certain customers matter.”

But here’s the thing: parenting isn’t a marketing niche carved out just for women. It’s a shared experience that deserves inclusive language and thoughtful messaging.

Imagine if Gerber said:

  • “…made with the good stuff parents love too”
  • “…A parent’s stamp of approval”
  • “Nice choice, Mom & Dad”
  • #parentapproved

Not only would that resonate with modern families – it would reflect the reality of how parenting works now. Tradition runs deep, but that’s no excuse to keep leaving dads out of the frame.

Brands like Gerber have an opportunity (and frankly, a responsibility) to lead with messaging that reflects today’s diverse parenting landscape. Because the more dads feel seen, that’s good for everyone – kids included – because it strengthens families. And for companies, it maximizes ROI.

Gerber, we’ve been through this before, so here’s a tip: Next time you’re brainstorming social media posts, try ones that don’t assume who’s doing the snack run.

Dads see the Get ‘Ems. They just want to be seen, too.

March 3, 2025

Dreft’s Checklist: Why Is Dad Left Out?

When it comes to preparing for a new baby, brands love to be part of the journey. They offer checklists, guides, and must-have products to make the transition smoother. But sometimes they miss a crucial part of the equation: dad.

Take Dreft, the well-known baby laundry detergent brand. On their website, they offer a guide titled “Hospital Bag Checklist for Mom and Baby.” Sounds helpful, right? Except for one glaring omission – dad isn’t mentioned.

Why does this matter?

The title alone sends a message: preparing for birth is a two-person job, but only one person matters. While moms undeniably do the heavy lifting by way of pregnancy and birth, dads are deeply involved in the preparation, support and care. Whether it’s packing essentials, coaching through labor, or being the first to snuggle their newborn, dads aren’t just background characters in this story.

By excluding dads, brands reinforce outdated narratives – ones where fathers are either optional or unprepared. But in reality, modern dads are alive, active and well. They’re hands-on, and they deserve recognition for their role as equal parents.

How brands can do better

Dreft, and brands like it, have an opportunity to shift the narrative. Instead of assuming dads don’t need a hospital checklist, why not include them? A simple “Hospital Bag Checklist for Parents and Baby” would be a step in the right direction.

In the section about support people, they don’t employ the words “dad” or “father” anywhere on the page. By making small tweaks to their messaging, brands can embrace the fact that parenting isn’t just a mom thing – it’s a dad thing, too. Better yet, it’s a team effort.

Dads are ready. Are brands?

Dreft’s exclusion of dads in something as simple as a hospital bag checklist is a small but telling sign of a bigger problem. Fathers are competent, involved parents, and it’s time for brands to acknowledge it.

So, Dreft – how about a quick edit? Because in 2025, dad shouldn’t be an afterthought.

February 3, 2025

Let’s Talk About How Mental Load Affects Dads

A community potluck had brought together neighbors, friends, and families for a shared meal. Among the crowd was a father named Sam – a friendly, mild-mannered man who worked as a software engineer by day and devoted himself to his two young children at night. Sam loved his family deeply and took pride in being a present and engaged dad.

At the potluck, Sam overheard a group of parents chatting by the dessert table.

“Ugh, my husband forgot to pack the kids’ lunches again,” one woman groaned.

“Typical,” another chimed in, rolling her eyes. “It’s like they need a checklist for everything.”

“Right? My partner has no idea what I do behind the scenes. The mental load is 100% on me.”

Sam felt a twinge of discomfort as their laughter carried across the room. It wasn’t that he didn’t understand their frustration – he did. But the conversation painted an unfair, familiar picture of dads as disengaged, forgetful, and oblivious to the invisible work of managing a household.

The story of Sam highlights a crucial, often-overlooked reality in conversations about domestic labor: the way we talk about fathers and their contributions can perpetuate harmful stereotypes, hindering progress rather than fostering it.

In recent years, the concept of the mental load has gained widespread attention – and rightly so. It’s the invisible, perpetual task of planning, organizing, and anticipating the needs of a household, typically falling disproportionately on one gender. However, the accompanying narrative has too often cast fathers as lazy, clueless, or unwilling to step up, creating a blanket indictment that does more harm than good.

Efforts going unnoticed

Sam’s story underscores a common experience for many fathers: doing meaningful work for their families yet feeling invisible in the broader narrative. When their contributions are dismissed or ridiculed (keep in mind how many fathers work eight hours a day to provide for their families) it creates resentment and discouragement rather than motivating collaboration.

Societal expectations around parenting have shifted dramatically in the past few decades. Fathers are increasingly expected to be hands-on caregivers and equal partners in managing a household. And this is difficult when working outside the home to provide for a family. Yet, they still step up.

Double standards

Imagine the outrage if fathers were to collectively stereotype mothers as perpetually overbearing or dismissive of their efforts. The truth is that parenting and household management are deeply personal and unique to each family. Broad generalizations about either parent diminish the individuality of their contributions and the nuances of their challenges.

Moreover, women have rightly advocated for decades that they shouldn’t have to “do it all.” Yet, some of these same discussions frame men as inadequate for not carrying the load from the start. Marketers perpetuate the problem in ads. It’s an impossible standard that ignores the reality of current roles, shared growth and mutual support.

Reframing the narrative

To truly achieve equity in parenting, the conversation needs to move away from blame and frustration and toward collaboration and understanding. Instead of criticizing dads for what they aren’t doing, we should:

  • Acknowledge Efforts: Recognize and celebrate the ways fathers are contributing, despite the demands of their time outside the home.
  • Encourage Partnership: Approach the division of mental load as a team effort, where both parents learn to communicate, delegate, and adjust as needed.
  • Challenge Gender Stereotypes: Push back against media and cultural narratives that portray dads as bumbling or incapable. Representation matters, and it influences how dads perceive their roles.

A call for understanding

Fathers like Sam are not the exception. Look around and you’ll see they’re the norm. Yet the outdated “clueless dad” stereotype persists, overshadowing their efforts and reinforcing the very inequities we’re trying to dismantle.

Together we can build a culture where the mental load is not just a burden, but an opportunity for connection, collaboration, and shared pride. It’s time to stop badmouthing dads and start working with them – for the good of families everywhere.

Because when the load is shared, everyone carries it better and with more grace.

October 1, 2024

If Buy Buy Baby Wants to Thrive, It Can’t Without Dad

Buy Buy Baby, once left for dead following its parent company’s bankruptcy in 2023, rose from the ashes late last year. At its peak it operated 137 stores across the US, but last year there were only 11 remaining. Then Bed Bath & Beyond closed them indefinitely. However, Dream On Me bought the stores via auction and has plans to resurrect the brand.

All 11 locations are slated to open in November, with over 100 more arising in the next three years. Although it had disappeared for several months, you may have noticed its online presence slowly inching back onto your social media feed.

During its initial go-around it had been a brand who included fathers in advertising more prominent than others. It also employed inclusive parenting language. Its marketing team wasn’t perfect but appeared more progressive than others in the baby world.

Now in its incarnation, Buy Buy Baby seems to have taken a step backward. Notice some of its recent posts, which tend to forget a father’s indispensable contribution to the family. It even offered an oddly timed declaration of praise toward mothers – in August.

Buy Buy Baby is moving at rapid speed to resurrect a relatively new (founded in 1996) and still unknown brand (its 111 stores were less than half of the former Babies “R” Us 260-store chain).

If it wants to survive, it must get this right in its second life.

It needs to take baby steps, and know that it can’t do this without dad.

August 1, 2024

Why Dads Need to Be Seen in Ads

You’ve seen the vicious cycle but never realized it. Moms want dads to help out more. Moms criticize them on social media. Mainstream media writes stories about how dads don’t do enough. Advertisers perpetuate the problem by selling products only to moms.

For true equality in household responsibilities, it is crucial that dads are included in advertisements and media with more accurate and positive representation. If mothers want men to be more involved with chores around the house (note: they already are, but that’s another topic for another day), the truth is, they’re barking up the wrong tree. Moms need to take issue with the media and advertisers, not their spouses. Shifting the media narrative to showcase fathers as active and capable participants in domestic tasks is essential.

Doing so portrays reality, because the truth is dads are already helping. They’re also competent parents. Women are no more instinctually capable of caring for children, but it’s the media who would never let us think otherwise.

Historically, advertisements and media have predominantly portrayed women as the primary caretakers and homemakers, reinforcing traditional gender roles. This skewed representation perpetuates the belief that household chores and childcare are predominantly women’s responsibilities. As a result, it’s no wonder men may feel less inclined to participate in these tasks, leading to an unequal distribution of domestic labor. Advertisers have been saying it’s a woman’s job for decades.

Including dads in advertisements and media as equal partners in household chores can help break down these stereotypes. When men see positive portrayals of fathers engaging in tasks like cooking, cleaning, and caring for children, it normalizes their involvement, not just for men, but for women. This representation can also shift societal expectations, fostering an environment where women see men as equals inside the home. Moreover, seeing dads involved in chores and childcare can provide young boys with positive role models, shaping their perceptions of gender roles from an early age.

Brands and advertisers have a powerful influence on societal norms and behaviors. By creating campaigns that feature dads as competent and engaged in household tasks, they can promote a more balanced and realistic view of modern family life. This shift not only benefits women, but also supports men in embracing their roles.

Ultimately, better representation of dads in media and advertisements can contribute to a more equitable distribution of household responsibilities. It reinforces the idea that chores and childcare are not gender-specific but are shared responsibilities that both parents can and should undertake. This change is vital for fostering healthier, more balanced family dynamics and promoting true gender equality in all aspects of life.

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.