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.
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.
A new report shows the need for brands and organisations to rethink their approaches to marketing and communications content in a post-pandemic world. The new report, titled Future of Content and part of opr’s Futures series, takes an in-depth look at the changing way audiences find, consume, make and share content in Australia and around the […]
Are Media has announced the appointment of a new chief executive officer to replace Brendon Hill. Jane Huxley is the new CEO and starts with Are Media on Monday 26 April. Huxley is a highly experienced executive with a background in digital and technology businesses. Most recently Huxley was the regional managing director for Spotify, […]
Expedia has announced a new brand direction as the world prepares for the return of travel demand. The online travel giant’s new global positioning is grounded in the understanding that who you travel with matters, and comes after months of customer research. From an updated look and feel to enhanced product offerings, Expedia is looking […]
Equity Mates Media, the number one finance and investing network for young Australians, has joined the Acast Creator Network. Its five podcasts, which are some of Australia’s favourites, will now be hosted and distributed by the creator-first podcast company Acast. Equity Mates Media was created to give everyday people the inspiration, information and confidence to […]
After an unprecedented year of challenges, iStock research has shown that Australians and New Zealanders are increasingly expecting businesses to communicate with greater empathy, both in terms of a brand’s language as well as its visuals. Celebrated globally on April 22, Earth Day presents a timely opportunity for businesses to put empathy into practice, iStock […]
Pinterest and Shopify have announced the expansion of their partnership to 27 additional countries. The partnership will provide more than 1.7 million Shopify merchants around the world with an easy way to bring their products to Pinterest and turn them into shoppable Product Pins to be discoverable across the platform. With the evolution of the […]