Fathers Are Tired of Seeing Doofus Dads in Advertising

Society benefits from a more nuanced portrayal of fatherhood

Seventy-three percent of survey respondents said a real father knows how to express emotional support to his children. Getty Images

With Father’s Day approaching, there’s currently an abundance of ads showing us what American fathers want most. But, a recent study by MDG Advertising revealed fathers don’t like the way they’re portrayed in marketing, and experts agreed something must be done about it. Fathers want an updated portrayal that better represents their engagement with fatherhood, a move that would have a positive ripple effect across industries and society as a whole, according to the experts.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.
{"channel":"elasticpress","title":"Recommended","post_types":["post","page"],"lineup_id":"54851","since_qty":30,"since_time":"d","until_qty":0,"until_time":"m","q":"","num_posts":0,"vertical":"creativity"}