Moms have long been the focus of marketing messages for most consumer packaged goods brands, but now it’s time for advertisers to start thinking about dads too. In a new study with DB5 and Hunter, Yahoo! examined the evolving role of men in household purchase decisions.
We found that in today’s economy, men are playing a bigger role in the shopping process, and they expect their role to grow even more in the coming years. Yet, they don’t feel that marketers in traditionally mom-related categories are speaking to them – these include categories such as CPG, pet, home goods, apparel, child and baby care.
To provide a deeper understanding into this emerging trend, we surveyed more than 1,000 dads and conducted in-depth interviews and shop-alongs with 26 dads. By understanding the role of men and dads in today’s household and how their shopping experiences differ from moms, marketers can improve their communication with men and ultimately move more product.