Ads See Dad as Domestic Diva

Gender roles are changing and marketers of household and domestic products are beginning to target men

Traditionally, brands looking to sell domestic items, such as breakfast cereal or carpet stain protection, focused on the undisputed purchasing chief of the household: Mom. But gender roles are changing — at least in some advertising campaigns, where dear ol' Dad stars as domestic deity. The message is that today's man appears to be more involved in his home life, reflecting a slow-but-steady rise in purchasing power.

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