For those of you that have missed it Steph and I are expecting our third child sometime around the end of July beginning of August. If previous form is anything to go by August is more likely. Anyway this has lead me to some serious thinking, hence this post.
With my book “The Expectant Dads Handbook” being published in May this year strangely I have been feeling slightly under pressure to ensure I practice what I preach. This isn’t a problem but it has also led me to consider other things in the run up to the birth of our child.
Some of you will have either read about or heard my appearance on Radio 4’s Womans Hour where i was shouted down after challenging media stereotyping of men as being in a hurry to return to work after is baby born. I have also written about different adverts that we saw over the Christmas period again portraying dads as either useless or lazy. I have also written on the subject of dads in a retailer magazine where i talked about the failure of many brands and retailers to not only embrace the dads but also to use positive images of dads in their marketing.
So again I have decided in my own way to practice what I preach in respect of products we will use for our children and our baby. Over the coming months I will be researching and looking at brands to see who in my opinion are not just paying lip service to dads but who actually take an inclusive attitude towards them. This will be not only their marketing but also the design and thought behind their products. As far as retailers go I will be looking at their marketing, from images used to information provided, as many of them also now include tips and advice pages I will also be looking at those and seeing if again they are truly looking to support dads and have taken the time to get proper advice or whether it is just rehashed stereotypical trash.
I will not only be naming those that I feel are giving the right messages I also intend to shame those I feel are ignoring dads or are reinforcing unhelpful stereotypes.
Mums and Dads please join in with me, tell me those brands and companies you feel are either positive or need shaming. Join me in buying from brands that include dads and use positive imagery and stop buying brands and from retailers that do not. The way to start changing attitudes and getting more positive reinforcement is by showing them that dads are equal parents and we are also involved in buying decisions.
Brands have the power to change attitudes, they can start to challenge media stereotypes, they spend millions each year on marketing, all we are saying is how about including some positive images of dads.
Here are couple of great images from couple of leading brands, can you spot who?
TODAY WE START TO SEND THE MESSAGE “DADS COUNT”