Scrolling through social media feeds, you may find that some posts aren’t directed to you. That’s nothing new – not every post is intended for everyone. So why should anything different matter? It does if you’re a parent and feel as though you’re not being talked to or respected.

One dad recently took to Reddit to share his frustration from a doctor office, but sometimes the message is more subtle. That’s because at times companies wear their gender on their sleeves. That’s not necessarily a bad thing, but it can lead to alienation of potential customers.

Don’t take our word for it

Look at nearly any maker of baby products who tend to exclude fathers in language, tone, themes, and visual cues, such as photos. One Father’s Day, for example, Munchkin ran a post aimed directly at moms: “Get the new father figure a gift he’ll love.” But on Mother’s Day it didn’t speak to dads for ideas about gift buying – again, only moms: “Mama, you deserve the best.”

Another Father’s Day post exclaimed, “Happy Father’s Day to all the moms who are on dual duty as mom and dad today.”

In both cases, it seems apparent the author was a female and the company was intentional in selling its products to mothers. Of course, this makes no sense – sippy cups and diapers are for children, actively used by both parents.

Voice matters

This is why copywriters should consider the voice when crafting ads. What would motivate a father to purchase a product when they’re not being spoken to in the first place?

The product’s usefulness, its practicality, or its ability to make their tasks as a parent easier can override the fact that they weren’t explicitly spoken to in the ad. Fathers today see themselves as equals in decision-making processes. Products become a joint consideration for the family rather than a gendered one.

Being ignored hurts in more ways than one

When parenting content speaks exclusively to one gender, it reinforces outdated stereotypes about who is responsible for caregiving. This can leave fathers feeling unacknowledged. It’s not just about being ignored; it’s about the subtle message that one’s role or contributions aren’t seen as valid or important. This lack of representation can feel like a dismissal of the effort and care they invest in their families.

When you’re not being spoken to in parenting content, it can also impact your sense of community. Social media, for many, is a place to find camaraderie, share experiences, and seek support. For parents, it’s a space to connect with others who understand the challenges, joys, and intricacies of raising children. But if the content encountered is always framed as a conversation between moms – that of the company author and the reader – it can make a dad feel like he’s on the outside looking in. This absence of inclusivity can prevent fathers from feeling welcomed into these shared spaces, leaving them without a sense of belonging or a platform where their perspectives are valued.

Unintended outcomes

Feeling left out of parenting conversations on social media isn’t just an emotional issue – it can have practical consequences as well. Parenting advice, product recommendations, and discussions about children’s needs often get disseminated through these platforms. If these discussions only cater to one type of parent, the information and resources might not fully resonate or apply to those who don’t fit the assumed mold. A father, for instance, might feel hesitant to follow or engage with a platform that only speaks to mothers, even if the advice is relevant to him. In this way, the lack of inclusivity not only isolates but also limits access to valuable resources and advice that could benefit all parents.

Words matter, and so do customers

Ultimately, when you scroll through social media and find that you aren’t being spoken to as a parent, it matters because it suggests that your role is undervalued. It’s also a lost opportunity for company sales.

Parenting is a shared human experience, yet when the voice in the conversation excludes someone, it sends a message – intentional or not – that only certain voices are worth hearing. And for any parent trying to navigate the complexities of raising a child, feeling unseen or disrespected can make that journey lonelier and more challenging. This is why inclusivity in parenting content is crucial, not just for mothers, but for fathers and anyone involved in the beautiful, messy, and rewarding experience of raising the next generation.

In marketing, you can’t leave any stone unturned – or ignored.