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 Younger generations of parents expect to see themselves represented as equals, and ignoring dads is not just outdated – it’s a missed market opportunity.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?
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