The Social Evolution of Gender Roles and Diversity

The Facts

The Walt Disney Company has vowed to drop its use of dad stereotypes and is now urging other brands to follow their lead. The move comes in response to a recent Disney study that found dads perceive a major disconnect in how they see themselves versus how they are portrayed in advertising, TV, films and media. The study concluded that dads were driven by their desire to bond with their children, and to protect, entertain and provide for them.

Spiker Insight

This news comes as more marketers and industry groups look to address gender stereotypes in messaging content. With the evolving American family, parents expect their realities to be reflected in media, advertising, TV and films. This includes co-parenting, gender equality, and family diversity, including LGBT families and parents who have children later in life.

A recent study by BabyCenter and YouGov found that 80% of parents appreciate seeing diverse families in their messaging, and millennial parents were most likely to purchase from brands that featured diverse families in their marketing. By more accurately portraying modern parenting, brands can earn the trust of parents and create loyalty among their target audience.

In a study by Saatchi & Saatchi, 74% of dads said brands are out of touch with modern family dynamics and the depictions don’t reflect their true roles within their families. We’ve all seen a small number of TV ads showing the stay-at-home dad doing the laundry, taking kids to and from school, playing Barbie with their daughters, and even grocery shopping.