Marketing to Men? Ditch The Gender Stereotype

Marketing to Men? Ditch The Gender Stereotype

Vizeum Sydney’s Strategy Executive Patrick Fahey discusses a need for marketers to ditch the gender stereotype when marketing to men, especially around Father’s Day.

As we move further into the 21st century, the definition of what it means to be a man and a woman is changing rapidly. Men are progressing through a feminisation process and women are ‘leaning in’. This is all great news. But it means marketers must recognise this shift and ditch the gender stereotype in comms. For both genders. A perfect time to see which brands are agile is on corporate holidays such as Mother’s and Father’s Day so let’s take a look at Fathers’ Day 2014.

I’m sure you’re aware it was Father’s Day earlier this month. And it’s likely that you didn’t pay your dad as much attention as you did for your mother on Mother’s Day. Is it true? Not to worry, you weren’t the only one. It would seem that we generally care more about showering our mums attention on such days. Consider the contrast in Mother’s and Father’s Day content consumption in the US. In 2013, there was more than twice as much Mother’s Day content consumption than Fathers’ Day consumption.

father's day

But why is there little attention given to dads? Do we think that fathers don’t care? They do care. In fact, did you know that men are more emotionally sensitive than women and positively respond to heart-warming content twice as much as women? Indeed, today’s definition of a man is very different to the way we defined a man 20 or 30 years ago. Research from the Future Foundation has found that 59% of people believe ‘father’ defines what it means to be a man.

This is compared with only 54% of people using ‘mother’ as a word to define what it means to be women. In comms, men are generally portrayed as beer drinking, tool-belt wearing goofy larrikins. Even some 2014 Father’s Day comms are holding a tribute to stereotypical dads that were made when ‘men were men’.

It’s a really great TVC but it’s also interesting to ponder how this strategy would go if a brand was to make a tribute to old school mums: made when ‘women were women’? There would be riots. We need to drop the stereotype.

These days consumer brands need to connect with fathers in a way that makes them feel like a man. In other words, make fathers proud to be a dad. A good example of this is Dove’s #RealDadMoments.

In this spot Dove connects with fathers by targeting the moments of what it means to be a dad. There are no stereotypes, just fathers being dads. Any dad who watches this will understand the numerous special moments involved in raising a child.

Truth be told, men will always want to be made to feel like a man. However, what it means to ‘be a man’ is changing significantly.

To this end, brands will need to ditch the stereotypes of yesteryear and keep up to speed in making the modern man feel manly.




Please login with linkedin to comment

Bench PR Boobs Outware Mobile

Latest News

NAB Launches Latest Take On “More than Money” Via TBWA\Melbourne
  • Campaigns

NAB Launches Latest Take On “More than Money” Via TBWA\Melbourne

NAB, in partnership with TBWA\Melbourne and Mindshare, has unveiled its latest campaign dubbed “Wrangle Your Money”. The national campaign demonstrates how NAB is supporting and empowering customers to make better financial moves. As part of the “More Than Money” brand platform, the latest work comes at a pivotal time as the country continues to grapple […]

Activation Union Hires Bree Mankin As Managing Partner
  • Media

Activation Union Hires Bree Mankin As Managing Partner

Activation Union is thrilled to announce the appointment of Bree Mankin as Managing Partner. In this pivotal role, Bree will spearhead the agency’s growth initiatives and client strategy, leveraging her extensive experience and innovative approach in delivering exceptional results for her clients. With over two decades of experience in marketing and communications, Bree is a […]

Toyota Launches Integrated Electric Vehicle Campaign Via HERO
  • Campaigns

Toyota Launches Integrated Electric Vehicle Campaign Via HERO

Toyota Australia has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign. Spearheaded by a big spot, the campaign was created by independent creative agency HERO, which sees a typical EV sceptic named Barry behind the wheel of an all-new Toyota bZ4X much to the surprise of […]

Canva Launches First Ever Podcast: Design Surfaces
  • Media

Canva Launches First Ever Podcast: Design Surfaces

Canva has announced its very first podcast: Design Surfaces. Covering all areas of design, from brand campaigns to UX flows, the podcast digs deep into the intricate parts of designers’ brains to unearth valuable insights, unique perspectives, and what makes them tick. The Design specialty at Canva is made up of some of the most […]

SBS Launches Development Fund To Find Australia’s Next Top Documentaries
  • Media

SBS Launches Development Fund To Find Australia’s Next Top Documentaries

SBS is searching for its most daring, unflinchingly fearless and boundary-smashing factual format yet, issuing a call out for impactful ideas for new documentary series unlike anything seen on Australian screens before, with up to $50,000 in development funding on offer. Announced this morning at the Australian International Documentary Conference (AIDC) in Melbourne, SBS is […]

Resolution Nabs Sarah Truong From PHD
  • Advertising

Resolution Nabs Sarah Truong From PHD

Full-service media agency Resolution has appointed Sarah Truong as head of investment to lead the agency’s investment product. Sarah joins from PHD where she was Group Investment Director for half a decade. With 14 years’ experience in the media industry including seven years at media agency, Carat, Sarah a proven track record for delivering results-driven […]

Brisbane Unveils Bold New Tourism Campaign
  • Campaigns

Brisbane Unveils Bold New Tourism Campaign

Brisbane Economic Development Agency (BEDA) has launched a new domestic tourism campaign, Brisbane Favours the Bold, this week, appealing to those who search for the unexpected to discover the new Brisbane. Created in partnership with VML and dentsu Queensland, the campaign aims to redefine perceptions of Queensland’s thriving capital, strengthen awareness of Brisbane’s leisure offering, […]

Elle Returns To Australia
  • Media

Elle Returns To Australia

Are Media, Australia’s leading omnichannel content company for women, today unveiled the keenly anticipated first issue of the new ELLE Australia magazine. The 244-page Bright Young Things issue – featuring actor Sophie Wilde on the cover – clearly stamps ELLE Australia as the fashion bible for smart, stylish Gen Z and millennial women who love […]

Potential Fallout For The Sydney Roosters In The Wake Of Racial Slur Allegations
  • Marketing

Potential Fallout For The Sydney Roosters In The Wake Of Racial Slur Allegations

The Sydney Roosters are facing a huge amount of fallout over allegations that Spencer Leniu made an on-field racial slur against Broncos player Ezra Mam in yesterday’s Las Vegas season opener. Mam filed an official complaint against Leniu after the Roosters prop allegedly called the Broncos five-eighth a “monkey” on the field. Leniu tried to […]

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024
  • Marketing

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024

To celebrate International Women’s Day, The Association for Data-Driven Marketing and Advertising (ADMA), has launched a new initiative to honour and spotlight the dynamic women in the marketing sector across the country. Lead image: ADMA Website This year, as the world embraces the theme #InspireInclusion for International Women’s Day on March 8, ADMA is asking […]

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign
  • Campaigns

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign

With the Easter break historically one of the busiest on our roads, Nine.com.au and Drive today launched a month-long campaign to raise awareness of the importance of defensive driver training courses. Too many young drivers are killed or injured on our roads each year. Younger drivers are the most overrepresented group in this tragic statistic, […]