Stokke : The Dads Audit

Continuing the series on brands and dads, today I conducted my audit of Stokke to see if I felt they were using positive images of dads in their marketing and whether they were supporting their involvement. This is not about product review, this is about the company and their inclusion or not of dads in their marketing.

Before conducting the audit of their website I had a preconceived idea of what I expected to find and must confess I was wrong.

Stokke are a Norwegian company started in 1932 and has been owned by the same family ever since, I find this interesting as in many companies I have looked at those that are family owned do tend to be more dad inclusive.

Their products are extremely attractive and innovative and in their vision statement they claim “In the best interest of the child” which does seem to be born out from what I have seen. These seem to also have strong company ethics of which longevity is at forefront, again claiming to produce products designed to last a lifetime, which from what I have seen certainly seems to be the case with many products able to be adapted as the family ages and moves on. From cots that become junior beds to changing tables that become desks. Their Tripp Trapp chairs are suitable from newborn to adult.

But this isn’t what my audits are about, I want to know what they do to support dads and promote positive imagery if anything

Firstly visiting every page on their website  I looked at whether images used in marketing were using Mum or Dad, images that showed both were discounted for purposes of my figures. Of 53 images used 19 used dads and 34 mums, so Stokke used positive dad images in 36% of their images. Pleasantly surprised as figure certainly higher than I expected and higher than most other brands. Of course I am never satisfied and would love the figure to be even higher but credit where credit due WELL DONE Stokke.

Stokke Dad PramNext was a very subjective scoring system as I looked to rank the pictures in respect of positive reinforcement of dads roles in families. Again very pleasantly surprised and have to say in my opinion 95% of the imagery represents positive reinforcement.

Now what I did find very interesting, and I have no idea if it deliberate of not, but the use of positive dad imagery is higher in the high end price bracket, whilst the cheaper products have few or no dad images.

Now it may be purely coincidence but it suggests their marketing department has come to same conclusions as I talk about, which is simply dads are very involved in buying decisions especially on those of higher values.

I must say I was disappointed to find the Stokke carrier had only a single image of dad against 9 of mum and the flexi bath has no images of dad. Now these are certainly at the lower end in respect of price of Stokke products but to me are two very important products in respect of dads bonding with their children. Baby Wearing and bathing represent superb opportunities for dads to have some daddy time with their children.

Stokke Baby and dadOveral Stokke gets a resounding seal of approval from DaddyNatal, they are certainly at the forefront when it comes to inclusive practice of dads in marketing, as well as using positive reinforcement of dads roles in parenting.

So what are your thoughts? Do you agree that Stokke seem to be very dad inclusive?

What other brands do you feel are dad inclusive? Which ones are not? The series will continue as I carry out audits on other brands websites.

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