Posts Tagged "Economy"

Add the economic downturn to the recent shift in traditional gender roles and what do you get?  A modern day dad worthy of your marketing dollars.

In a recent  Advertising Age article entitled “Time to Rethink Your Message: Now the Cart Belongs to Daddy,” the magazine takes a look at how the expanding role of today’s American father is shifting the way companies are marketing the consumer goods and services formerly considered “for mom only.”  Jack Neff writes:

“Through decades of media fragmentation, marketers of packaged goods and many other brands could take solace in one thing – at least they could count on their core consumers being moms and reach them through often narrowly targeted cable TV, print and digital media.  But a study by Yahoo finds that… dads in particular are taking up the shopping cart, with about six in 10 identifying themselves as their household’s decision maker on packaged goods, health, pet and clothing purchases.”

While the men’s perception is a tad off – the article goes on to state that “actual behavioral research of these shoppers shows a number more like 35%” – it does raise the question: what about dad?   With more men embracing additional responsibilities at home, not to mention the recent surge in the number of “stay-at-home-dads” pushing strollers around the city,  it’s no surprise that savvy companies are interested in reaching the new “modern day” dad. 

According to the article, brands such as Head & Shoulders and Huggies have already started running ads targeted specifically to men.  And online, marketing giant P&G has recently launched manofthehouse.com, an online destination for dads where they can find articles, blog posts and product news on topics ranging from “family & parenting” to “looking good” – subjects traditionally reserved for women’s magazines and mommy blogs.

At Child’s Play Communications, we’re dedicated to reaching moms with influence over the family’s purse strings.  We also have a longstanding Digital Dads program, for some of the very reasons outlined here.  

Moms, when it comes to purchasing everyday household goods, who wears the pants in your family these days?  Do you think it’s time for marketers to start paying more attention to dad?

Marketers, have you shifted your focus to include dads in your outreach?

Today’s New York Times ran a front-page story about how  college freshmen are feeling a record level of stress.  “The American Freshman: National Norms Fall 2010″  surveyed more than 200,000 incoming full-time students, and the percentage rating themselves as below average in mental health rose over past years while those who said their emotional health was above average fell to 52% from 64% in 1985. Campus counselors say this is no surprise: They frequently see students who are depressed, under stress and even using psychiatric medication.

The economy has only added to the stress, both because of kids’ concerns about their parents’ financial scenarios but also due to their own college debt — more are having to take out loans –  and their job prospects upon graduation.

The findings are ironic in their timing, in a way, given the uproar recently over how Dragon Moms pressure their kids to succeeed. Even without such pressure, our kids feel stress. 

We’ve been fortunate with our college-age son who, bless him, has one of those “up” personalities and rarely seems bothered by much of anything. But next year, upon graduation, he will be joining the ranks of those looking for a full-time job. He’s a step ahead in many ways, due to a series of internships and his particular academic focus — but, who knows? If his job search hits a dead end, how can he not feel stressed?

What do you do, as parents, to help your kids through stressful situations?

As a stay-at-home mom, what’s your worth?  The bad news is: This year, less than usual.

Earlier this month, Salary.com released the results of its 10th annual survey on the subject.

It found that stay-at-home moms should earn $117,856 and that mothers who also  work outside the home would earn an additional $71,860 above their regular salary for doing what they do as  moms. But the recession impacted the results, dragging those numbers down by 4% for stay-at-home mothers and 6% for working moms.

Furthermore, the survey found that moms rack up more than 96 hours a week of work when combining a full-time job, mom hours, and mom overtime — four hours more than last year, meaning everyone is working more, for less. 

The  salary figures were based on the time women spent on what were identified as the 10 most popular job functions of a mother. Salary.com established its figures by considering the market value for those tasks, which include laundry machine operator, janitor, van driver, computer operator, housekeeper, day care center teacher, cook, chief executive officer, psychologist, and facilities manager.

The survey also found that moms are spending more time this year on tasks such as preparing meals, making sure the home stays in good repair, and shuttling the family to activities.

It’s not news that moms may have a tougher time finding work if they’ve taken extended time off to raise their kids. Now, however, stay-at-home dads are feeling the pinch. To the work world, time away is just as – perhaps more – detrimental for a man than for a woman.

Just a generation ago – when my own child, CollegeBoy, was growing up — the stay-at-home dad (Mr. Mom as he was known then) was a true anomaly. Yet in 2009, a record 7.4% of fathers in married-couple families with children under 18 were home while their wives worked, according to unpublished Bureau of Labor Statistics data cited in yesterday’s Wall Street Journal article on this subject.

According to the story, stay-at-home dads “face a bigger stigma” among potential employers than stay-at-home moms. Dads who are attempting to return in the wake of the recession are feeling the impact big-time when competing for what positions exist, as it was primarily jobs held by men that were eliminated – leading to what some have labeled a “he –cession.”

How do you feel about dads leaving work to stay home with their kids? Do you feel that it’s only fair that dads take a turn – or do you feel it’s moms’ responsibility? When SHOULD it be the husband and not the wife who makes the move home? And do you think it’s acceptable for employers to think less of a man for taking time off to care for his kids – even if their logic is that as a result he is behind his peers on current industry knowledge, skills and contacts?

Consumers will cut their spending for the 2009 back-to-school season, but not as much as in 2008, according to a recent NPD Group study. There was a 5% drop in those who said they don’t plan to shop for the season (77%) compared to the same time last year.

Most will buy school supplies, followed by apparel, footwear and electronics. 79% will buy a product because of its value, 45% because “it’s required.” 82% will shop at an office supply store, 42% at mass merchant/discount stores, 29% at chain stores and 20% at department stores.

What are your back-to-school shopping plans this year?