But societal changes and a shift in gender roles in the home are making it essential for brands to keep up with a growing demographic of men who are actively involved in feeding their families.
Chicago, Illinois (PRWEB) November 21, 2011
With men doing more cooking and shopping for the household, Upshot, a Chicago-based marketing agency, conducted an exploratory survey to understand the reasons behind the rising trend of domesticated dads. It’s more than a culture shift. It’s an emotional choice.
Dads are cooking more to spend quality time with their families and to “feel” good about it. Marketers can count on this new type of epicurean dad to develop into a long-standing demographic that will only continue to grow. Find out the whys and hows of this emerging trend in a visual nutshell: Shopping Pops with Chopping Blocks (Infographic) http://theawesomeblog.net/2011/11/shopping-pops-with-chopping-blocks-infographic/.
“Traditional grocery shopper marketing efforts have focused on moms and playing up an ignorant or “dumb dad” stereotype,” said Liz Aviles, Upshot’s Vice President of Market Intelligence. “But societal changes and a shift in gender roles in the home are making it essential for brands to keep up with a growing demographic of men who are actively involved in feeding their families.”
For more information on this thought-provoking research from Upshot’s Planning and Market Intelligence teams, please download the white paper at: http://www.upshot.net/wp-content/uploads/2011/11/Upshot_DadsCooking_WP.pdf.
Upshot (upshot.net) is a Chicago-based marketing agency that strives to engage consumers through simple ideas brilliantly activated with a focus on brand marketing, integrated promotion, retail marketing, regional marketing and interactive marketing. Clients include Procter & Gamble, Crown Imports, Hilton Worldwide, SUBWAY® Restaurants and Kraft Foods to name a few.