Mittwoch, Februar 27, 2013

USA: Nach Gipfeltreffen von Bloggern soll Reklame weniger väterfeindlich werden

The hapless, bumbling father is a stock character in product marketing. He makes breakfast for dinner and is incapable of handling, or sometimes even noticing, a soggy diaper. He tries desperately to hide the crumb-strewn, dirt-streaked evidence of his poor parenting before the mother gets home.

This is an image that many fathers who attended the Dad 2.0 Summit — a meeting of so-called daddy bloggers and the marketers who want to reach them — have come to revile. They are proud to be involved in domestic life and do not want to serve as the comic foil to the supercompetent mother.

Reklame soll allerdings nicht wegen politischen Drucks der Blogger weniger väterfeindlich werden, sondern weil sich Männer allmählich zu einer relevanten Gruppe entwickeln, was Kaufentscheidungen angeht. Das war im sogenannten "Patriarchat" früher keineswegs der Fall:

In the past, consumer-product marketers weren’t all that concerned with what fathers thought — women, after all, make the majority of purchasing decisions for households. But men are catching up: In 2012 men spent an average of $36.26 at the grocery store per trip, compared with $27.49 in 2004, according to data from Nielsen. Companies see an opportunity to reach a new demographic.

Die New York Times berichtet.

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