New Parents On the Block: This is the third in a series of articles looking at Millennial parents’ behavior, growing influence, and marketing preferences.
As Millennials become the majority of parents, their ideal is to share the childcare load, and they expect marketing tropes to change with them. We surveyed the new generation of parents and found out how they feel about ads that include dad, and the brands that forget them.
When we first wrote about how Millennial parents could change families, we told you that parenting as partners will be vital to this generation of parents, and that while in the past moms have received the bulk of attention from brands, now more than ever dads being included in that messaging will matter. As more have started families in the last few years, it’s become even more clear that for them it’s not just about Millennial moms, but about Millennial parents.
This month, we surveyed the new generation of parents to find out their feelings on family advertising, and what they think about ads that include dad and those that forget about him. 52% of Millennial parents told us that ads they see are made for mothers more than fathers, and 83% say they think advertising for parents should appeal to both mothers and fathers equally. There is clearly a demand for more brands to recognize that mom is not carrying the childcare load solo. 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…