Everyone knows how important it is to market to moms, but what about dads? A survey by the newly formed Dad Central Consulting (an off-shoot of Mom Central Consulting) says that 92% of dads put on their special “Dad Lens” when shopping for the family.
What this means is that they use a different set of criteria when choosing items such as groceries, cars and home entertainment, than they used before they had kids. For marketers, this is a significant piece of information. Now, instead of marketing a car to men for its good looks and speed, this survey would suggest you go with safety and room to grow.
The survey also found that 77% of dad said being a parent significantly influenced their decisions and 82% said being a dad influenced who they trusted when seeking advice.