From daddy guilt to daddy vests, marketers and media outlets are playing up dad coolness
A cool parent seems as oxymoronic as a loud whisper, but in a strange phenomenon two local news outlets, MyFoxNY and ABC7 Chicago, aired two distinct segments asserting that dads are cool. It comes on the heels of the NYTimes article on “Fathers Seek Advertising That Does Not Ridicule,” and this insightful response on how the portrayal of dads in mass media is changing by GMP CEO Lisa Hickey.
On Wednesday, Fox 5 in New York ran the following segment on one of our favorite dad groups, NYC Dads Group, citing increased involvement from dads and increased demands on the work/family balance.
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According to a study by the families and work institute, dads born in the 1980s spend 4.1 hours a day with their kids — double the amount of time from dads of the 1970s.
In another study that appeared in the journal fathering, 77 percent of men said being a good father is important, while only 49 percent said that about their own career.
Dr. Jeff Gardere says those stats are becoming the new normal.
“If you’re a good father, reality is there is never enough time because you can always do more,” Dr. Gardere says. “So, if you’re thinking about that if you know can improve as dad then certainly will have that guilt of not spending enough time.”
So the new normal is pretty cool.
That was echoed by ABC 7 Chicago on Wednesday, which aired a segment with our friends from Time Out Chicago Kids. Though it previewed the new issue on “baby’s first”, the four minute broadcast was more product-driven. “With the right gear, dad can be prepared for anything.”
The oohing and ahhing is a little much, sure, but that bike-stroller vehicle is pretty damn cool. And, apparently, so are dads.