Parenting is a team sport: Dad 2.0 Summit

The weekend of January 30th there was a large gathering of dads in New Orleans, but it wasn’t for the Super Bowl, it was for the Dad 2.0 Summit.

This conference started as a series of panels offered at the 2011 Mom 2.0 Summit and has grown into an annual conference where marketers, social media leaders, and blogging parents connect to discuss the changing voice and perception of modern fatherhood.

Hundreds of dads, and some moms, gathered for a weekend of panels/discussions and socializing, and marketers have taken notice of this group of consumers. When marketing to men, people generally think of tools, BBQ and sports, but at the Dad 2.0 Summit companies such as Jamba Juice and Kraft were on board. Meredith Parents Network (Parents, American Baby, FamilyFun and Ser Padres magazines) was a media partner for the event.

Blogger Buzz Bishop gave some good insight as to what this group is really thinking in a recent recap of the conference. The desire to be included in the parenting conversation is most apparent in the dissatisfaction most dads expressed over the latest tear jerking P&G “Thank You Mom” ads for the Sochi Olympics that did not include dad, giving the impression that mothers are the only ones to raise kids to be gold medal athletes. Bishop says, “Sometimes the media’s messaging can be damaging by omission.”

Today’s dads are more involved in child-rearing and household duties than dads of the past—although, according to our own research, not quite to the degree that some marketers think. Yet while mom continues to make the majority of purchasing, parenting and household decisions, marketers must realize that the family dynamic continues to change and dads want to be included and actively participate in all aspects of family life.

Marketers, are dads front and center or an after-thought when creating your plan?

Moms, how do you feel about the changing family dynamic? Happy, supportive, relieved, indifferent?