Use empathetic content on Father’s Day

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 16, 2021, 1:42 AM UTC

Avoid making “lazy assumptions” about dads on Father’s Day to connect with all kinds of parents.

With COVID-19 resulting in the deaths of many parents, creating empathetic marketing material can help brands connect with those grieving, this Father’s Day. Allowing customers to “opt-out” of emails related to Mother's Day or Father's Day can help brands make customers feel at ease, as these holidays may be stressful for some people.

Create all-inclusive brand campaigns, as there are two million single fathers in the US, 40,000 two-dads households and 15% of men are step-dads. For example, Budweiser created a Father’s Day campaign, with a video featuring real-life stepchildren and stepdads.

Companies must ensure their campaigns convey positive values and avoid serotyping dads as only breadwinners, or just watching sports. Developing Father’s Day campaigns showcasing modern dads can help brands resonate with dads across demographics.

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