It’s Time for Marketers to Stop Misrepresenting Fathers in Marketing as Bumbling and Inept

Let's put an end to the machismo man who can hardly microwave a pizza on his own

A father can be more emotionally tapped in, and marketers need to recognize that this image has changed. Getty Images

Being a positive male role model is a more nuanced endeavor than in previous generations—and for good reason. With the gender pay gap continuing to dissolve, cracks in the glass ceiling finally starting to splinter and women’s empowerment gaining new visibility via the #MeToo movement, traditional gender roles feel as though they’re crumbling in real time. And for the generation of millennial men who are reaching adulthood amidst these profound shifts, it’s not surprising that there’s some recalibration in finding their ideal roles as husbands, fathers and professionals.

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Michael Grimes is director, editorial strategy at Hill Holliday.