My wife and I recently binge-watched “This is Us.” As a father of two, I was attuned to the portrayal of the dads on this fictional NBC show (for the un-initiated). Randall, William, and Jack make up an all-star cast of TV dads. Sure, all three have their flaws, but I’m convinced that some combination of these TV dads is the actual father I’m supposed to be. Kind and loving like Randall, strong and inspiring like Jack, wise and cool like William. But all three share a common thread – a willingness to take on a large role in their kids’ and grandkids’ day-to-day lives.
There is an important message in the show to marketers about dads (and granddads) like Randall, William, and Jack. According to research from GfK Consumer Life’s global study, fathers averaged across 18 countries are more likely today than in the past to take on household chores like cooking, cleaning, and shopping for groceries. In addition, as “This is Us” aptly displays, common dad tropes are being replaced by a more dynamic and realistic archetype.
That’s not to say that fathers are the new mothers. Sure, dads still love to kick back in the man cave with a cold one and hide from folding the laundry (don’t tell my wife). And in fact, there are recent studies suggesting that attitudes towards more traditional gender roles are making a bit of a comeback – especially in the US.
Recent studies from GfK Consumer Life in the US have similar findings (more to come in a future post). But modern reality dictates and encourages dads to be more omni-present in chores and their kids’ lives. There are a few recent ads that speak to these themes. I’m partial to this one from Google (Dear Sophie) and this one from Hyundai (Dad’s Sixth Sense).
So what do marketers need to know about today’s dads?
The role of fathers on TV, advertising, and in real life is forever changed. As marketers, we have a responsibility and a business imperative to engage them in a realistic fashion, without patronizing. Now excuse me while I grab my herb-infused duck breast from the oven, my four-year old is sure to love it this time!
Tim Kenyon is Vice President on the Consumer Life team at GfK. He can be reached at email@example.com.
One week prior to eyeforpharma, the city saw one of the most stunning modern football* feats when Barcelona defeated Paris St.-Germain 6-1. eyeforpharma was a sideshow in Barcelona, but the center stage for an industry reinventing its sales and marketing model.
I had the pleasure of chairing two tracks: Digital Transformation and Customer Engagement. Speakers shared “how-to” guides for effecting change with an emphasis on practical advice with case studies.
Google’s director of healthcare, Ryan Olahan, challenged the industry to move faster, think bigger, win the micro moments, help first (sell drugs later) and embrace an openness to rapid testing/learning. He emphasized that pharma companies are not necessarily present where and when consumers need support. Mobile searches for health information spike after doctor’s visits, and YouTube hosts volumes of user-generated video content that meets patients’ needs. Yet pharma is often invisible at these micro moments.
Speakers from UCB, S3 ConnectedHealth, Janssen, Novartis and QuintilesIMS addressed digital transformation in pharma, with some high-level learnings:
The speakers presented case studies showcasing specifics for implementing digital customer engagement strategies. But fresh frameworks for measuring these new customer engagement paradigms were not in evidence. For example, behavior is the best indicator of healthcare professionals (HCP) channel preference, yet we are still relying on outmoded satisfaction metrics to measure channel impact. Speakers referenced customer journeys but there was little mention of digital monitoring that can decode the digital blind spot in so many journeys.
Yet, the customer engagement track with Teva, Amgen, Ashfield, Ipsos and GSK set out some strong examples of powering up customer engagement with digital and non-digital components:
Speakers cited inspiration from outside the Rx industry, such as Lego (for co-creation), and P&G’s Dover campaign.
Overall, eyeforpharma was a balance of inspiration and how-to examples for getting it done. We witnessed so many organizations moving beyond the drawing board to tangible actions.
Justin Edge is GfK’s Global Head of Health. You can connect with Justin on LinkedIn or send him a note at firstname.lastname@example.org.
GfK’s long-running Consumer Confidence Index remains stable at -6 in March. Three of the five measures stayed at the same level and two measures saw increases.
The formal request by GfK’s majority shareholder Acceleratio Capital N.V. (Acceleratio) for a squeeze-out of the minority shareholders was submitted to the Management Board of GfK SE today.
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