Heather Chaet

The Manscape

Economic and cultural trends transform the demo—but guys are just as manly as ever

Men, who needs them? A loaded and age-old question to be sure. But in this case, it wasn’t lobbed by Gloria Steinem, Betty Friedan or even Valerie Solanas—or, for a more…

The Tween Machine

She is influential and already knows more about technology than you ever will. And she has marketers in her sway

Her toys have been relegated to the back of the closet. She knows the lyrics to every Katy Perry and One Direction tune. She finds Charlie the Unicorn hysterical, rates…

The Demise of the Doofus Dad in Ads

A backlash against the bumbling father figure is paving the way for the Superdad

Picture it: A dad strolls down Main Street. His wide-eyed, 10-month-old daughter, perched in her stroller, giggles and coos. It’s a fall day—not too hot, not too cold. Yet a…