The Dad 2.0 Summit was recently held in Houston, TX, and a large portion of the event focused on the relationship between advertisers and dads — or the lack thereof. Fathers are staying at home in increasing numbers, and according to this NY Times piece, many of them are tired of being treated by advertisers as if they’re not up to task:
In the past, consumer-product marketers weren’t all that concerned with what fathers thought — women, after all, make the majority of purchasing decisions for households. But men are catching up: In 2012 men spent an average of $36.26 at the grocery store per trip, compared with $27.49 in 2004, according to data from Nielsen. Companies see an opportunity to reach a new demographic.
The bloggers, for their part, are using their influence to change the way marketers portray them. “The payoff is huge if you get dads right,” says Jim Lin, vice president and digital strategist at Ketchum Public Relations in San Francisco, a blogger at The Busy Dad Blog and a father of two.
To put it another way, while the mom space is crowded with players, the dad space has room for more. So there is big money to be made, both by companies looking at fathers as consumers and by daddy bloggers looking to ride a wave of brand sponsorship just as mommy bloggers have.
I’m reminded of this video: