In June, XY Media co-founder Doug French took part in a roundtable discussion about marketing to modern parents. The event was put together by Stephanie Smirnov, former US CEO of DeVries Global, and Gideon Fidelzeid of PRWeek, at the InterContinental Hotel in New York City.
Apart from all the innovative and talented people who attended, the best aspect of this conversation was that moms and dads were put on a level playing field, free to discuss how parental aspirations are universal.
A marketer’s job is tougher than ever, because the idea of what constitutes a “family” is evolving away from the traditional stereotypes to which most parents don’t aspire or relate. When brands cling to these archaic ideas—including the all-too-prevalent Befuddled Childish Dad—most parents will either respond using their social media clout, or tune the message out entirely.
A transcript of the discussion is available here, and we believe it’s a must-read for any marketer who wants to create relatable messaging for modern parents.