“Are We Not Men?” SXSW session
Given by Craig Heimbuch from www.MANOFTHEHOUSE.com and Jason Avant from DadCentric
The Modern Dad movement is a growing segment of men who do not fit the stereotypes of fatherhood, which are the “bumbling idiot” who can’t change a diaper or the uninvolved dad who just wants to watch the game.
More and more dads are highly involved with the raising of their children and want to talk about it, have their voices heard and their needs addressed. As a direct result of the Women’s Movement, the increasing ability to work at home, and the current economic “mancession”, these dads represent a new and underserved community.
They do not feel connected to many traditional outlets that speak of stereotypical masculine interests, like expensive suits, private jets, race cars, etc. They are looking for media that speaks to them and their changing priorities as dads who put their families first before career success or anything else. But they are finding very few outlets that discuss the realities and challenges of fatherhood, such as: How can men keep their passions and balance their responsibilities as a father?
There was lots of information that ran counter to traditional male stereotypes:
Dr Helen Fischer, the relationship specialist who designed the character study on Chemistry.com has created studies that found that men are just as eager to find a partner, fall in love, commit long term and raise a family as women are.
Topics that interest guys most on Daddy blogs are human, personal posts, like when a father has difficulty with an aspect of parenting, speaks about it honestly, and then tells others how to avoid the same issue.
Other more specific parenting topic interest men as well, such as differences in stroller sets, wall stickers for the children’s room.
Other interesting facts about the new Dad Movement:
- 41% of men are now the primary grocery shopper in the family
- 97% of men say that they have better marriages because they do housework
What does this mean for marketers? We need to begin speaking to these men in a credible, authentic voice as they are making more of the purchasing decisions at home that used to be made by the Mom. Connecting with these guys presents a huge opportunity.