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 Younger generations of parents expect to see themselves represented as equals, and ignoring dads is not just outdated – it’s a missed market opportunity.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

August 1, 2025

How the AI Era Is Changing Fatherhood

Parenting looks a lot different than it did just a decade ago, and it’s no surprise that artificial intelligence is playing a part. From smart baby monitors to AI tutors, technology is increasingly embedded in daily family life. For dads, this shift presents new opportunities and new responsibilities.

Changing Marketing and Home Life

Stereotypically sidelined by marketing and media, society now sees fathers as visible even though they always were. And that’s because AI is making them even more able to be seen, plus more influential and efficient. Today’s dad might ask ChatGPT to help plan a healthy dinner, use an AI-powered calendar to juggle soccer practice and school pickups, or monitor sleep patterns with a smart crib. These tools are reshaping the way dads operate with caregiving.

AI is also pushing back on those outdated labels. That’s because any parent can rely on the same digital assistants and tools, which levels the playing field. In fact, some dads are becoming the tech-forward problem-solvers of the household, managing everything from virtual parent-teacher meetings to budgeting apps.

Tech as a Tool, Not a Crutch

But the rise of AI in parenting also comes with challenges. Are we outsourcing too much of the mental load to machines? Are dads using these tools to genuinely connect or to just automate? Like any innovation, it depends on how it’s used.

The good news is that AI gives fathers a chance to be more engaged. That will ultimately shape the way, say, a national brand diaper manufacturer sees fathers.

So, the future of fatherhood isn’t just about embracing technology; it’s about using it to build stronger, more balanced families where dads are rightly seen as equal, competent parents.

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.

June 2, 2025

Why So Many Lists About What Dads Want for Father’s Day?

Every June the internet explodes with listicles: “27 Father’s Day Gifts He’ll Actually Use,” “Top 10 Things Dad Really Wants,” “The Best Gifts for the Dad Who Has Everything.” But why so many? Why does Father’s Day, unlike say, Mother’s Day, seem to spark such a frenzy of guesswork? The answer says less about dads being “hard to shop for” and more about how we understand (or misunderstand) fatherhood.

The Cultural Fog Around Fatherhood

For decades, the dominant cultural script cast fathers as providers, disciplinarians, or distant authority figures. That left little room for emotional nuance, or clear communication about what dads might want, especially in the context of family appreciation.

So when Father’s Day comes around, many people are left guessing. What does dad want? A new grill? A power tool? Just to be left alone for the afternoon?

We don’t ask these questions because dads are mysterious. We ask them because culturally, we’ve been a little out of practice when it comes to listening to or celebrating fathers beyond their functional roles.

Because Fatherhood Is Evolving

Today’s dad is as equally invested and involved as today’s mom. But marketing and media haven’t quite caught up. Instead of recognizing dad as a fully competent parent, many brands still cater to the “man cave” fantasy, the lawn-mowing archetype, or the dad-as-jokester trope.

That gap between real dads and stereotyped dads creates confusion, and more lists. We’re trying to pin down what kind of dad we’re shopping for in a culture where the true image of fatherhood shifted a long time ago.

Because Dads Don’t Always Say What They Want

There’s also the simple fact that many fathers don’t articulate what they’d like. Not because they don’t have preferences, but because many men are conditioned not to express desire. They tend to put others first, namely, their spouses and children. This is what’s called decorum. They’re fine with giving their families the spotlight. This is the reason dads are in videos and photos less often. They’re the ones holding the camera and letting others be seen. Dads also may not articulate what they’d like because it’s practical or tied to productivity. So instead of saying, “I’d love a handwritten letter,” or “Let’s spend the day together unplugged,” many dads default to “I don’t need anything,” which leaves loved ones scrambling for clues. Cue the onslaught of online gift guides.

Because Marketers Still Don’t Know How to Tie Emotion to Dads

Let’s be honest: emotional tone doesn’t sell as fast as grills or ties. Many brands lean into clichés because they’re safe and familiar. But they miss the mark when it comes to what many dads actually want: to be seen, appreciated, and included in the emotional core of the family. Without question, they want to hear “I love you.”

Lists keep multiplying because we’re still trying to decode what fatherhood really means, and what appreciation should look like for someone who gets excluded in marketing copy and visuals. Peruse dadmarketing.com and you’ll be shocked at the number of companies still ignoring fathers today.

So…What Do Dads Want?

It’s different for every father, of course. But more than socks or steak knives, many dads want to feel respected, trusted, and loved for who they are, not just what they provide.

Maybe the real question isn’t what to buy dad, but how to recognize him.

And until that becomes the norm, we’ll keep scrolling through lists, searching not just for the perfect gift—but for a clearer picture of fatherhood itself.

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.

January 3, 2025

Do You Approve This Message?

We’re a quarter through this new century, but the term “mom-approved” remains in use. It perpetuates a subtle yet significant exclusion of fathers from the parenting conversation. This exclusion is worth examining, particularly as societal norms shift toward recognizing the importance of parents as equals.

At its core, “mom-approved” is a gendered phrase that assumes mothers are the ultimate arbiters of what is best for children. This assumption reinforces the outdated stereotype that mothers are inherently more capable or involved in parenting decisions than fathers. While many mothers do play a central role in childcare, the same is true for fathers. Modern dads are indeed engaged in parenting. Yet, phrases like “mom-approved” suggest that their contributions are secondary or even invisible.

This language not only marginalizes fathers but also places undue pressure on mothers. By positioning moms as the default decision-makers, the phrase reinforces the idea that they bear the sole responsibility for their children’s well-being. This can perpetuate the “mom guilt” phenomenon, where mothers feel they must constantly prove their parenting competence, often at the expense of their mental and emotional health.

The exclusion of fathers in terms like “mom-approved” also has broader implications for how society views parenting roles. It subtly reinforces the idea that parenting is women’s work, making it harder for fathers to assert their role as equal partners. This can deter companies from creating products or services that explicitly cater to dads, further perpetuating a cycle of exclusion.

To build a more inclusive parenting culture, it’s crucial to rethink the language we use. Terms like “parent-approved” or “family-approved” are simple, gender-neutral alternatives that acknowledge the roles of all caregivers. These shifts in language might seem minor, but they can have a significant impact on breaking down stereotypes and fostering a more equitable view of parenting.

By moving away from “mom-approved” and adopting more inclusive terminology, we can celebrate the diversity of parenting experiences and ensure that all parents feel seen and valued. It’s time to recognize that the parenting world isn’t just a “mom’s club” – it’s a shared journey where everyone’s contributions matter.