We often remind brands that when marketing to the next generation of parents, focusing on moms alone is a misstep, and dads need to be included in conversations too. Amazon is currently learning that lesson, as an online movement in the U.S. puts pressure on the site to rename its “Amazon Mom” service to “Amazon Family.” A petition championed by a dad blogger emphasizes that moms and dads are equal parents that share responsibilities, and points out that the same service is called Amazon Family in many other countries. The push has taken to Twitter and the hashtag #AmazonFamilyUS is being used by parents and nonparents alike. (Adweek)
