Fathers are rebranded as confident and engaged multitaskers
Implications - Rather than directly targeting mothers, brands have extended traditional advertising to include the image of a modern father deeply involved in all aspects of home life. This shift is representative of the growing reality that modern dads take pride in their multifaceted parenting roles, and are equally important stakeholders when it comes to household purchases.
Trend Themes
1. Redefining Fatherhood - Brands are portraying fathers as being more involved in all aspects of home life, including parenting and household purchases, shifting away from the traditional targeting of mothers.
2. Championing Caring Dads - Brands, such as Dove and Whirlpool, are breaking stereotypes by presenting fathers as caring and emotional parental figures in their advertisements, which reinforces the narrative that fathers can be multidimensional individuals that make their kids better people.
3. Empowering Cleaning Dads - Cleaning brands like Swiffer are pivoting towards redefining gender roles as men see an increasing involvement in house maintenance and upkeep, highlighting the shift towards the modern family unit and the ways brands can empower men as they take on new household responsibilities.
Industry Implications
1. Advertising - Brands are pivoting towards fathers, taking pride in creating campaigns with fathers at the center.
2. Cleaning - Cleaning brands are taking a closer look at who is responsible for them, aiming to provide new solutions that go beyond gender norms or traditional marketing towards women.
3. Personal Care - Men's personal care brands are aligning themselves with more emotional, caring representations of masculinity that are less stereotypical and more gender-inclusive.
7 Featured, 46 Examples:
142,782 Total Clicks
Date Range:
Jan 15 — Jun 15
Trending:
Untested
Consumer Insight Topics:
