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Dads

  • ‘Worst Career Mistake’: Having Children

    By Stephanie Azzarone on September 8, 2014
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    “One of the worst career mistakes a woman can make is to have children.” So began an article in this Sundays New York Times based largely on a recent study by Michelle Budig, a sociology professor at the University of Massachusetts, Amherst. Needless to say, the story caught my attention. It went on to say that mothers are the least likely […]
  • From ‘Mister Mom’ to ‘Stay-at-Home Dad’

    By Stephanie Azzarone on June 11, 2014
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    Are more men staying at home in order to raise their kids? Yes, happily, but not as many as some may assume. A recent Pew Research Center report looked at stay-at-home dads and their reasons for being home. Nearly 2 million fathers stayed at home in 2012, according to the most recent Census data — close to double the 1.1 […]
  • Parenting is a team sport: Dad 2.0 Summit

    By Stephanie Azzarone on February 11, 2014
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    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 […]
  • Dads Are ‘Making Inroads’ But Moms Still ‘Rule the Roost’

    By Stephanie Azzarone on October 29, 2013
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    Last week, I was honored to speak at M2Moms, the Marketing to Moms Conference in Chicago. Along with meeting a terrific group of women (and a smattering of men) whose companies were interested in learning more about how to market to moms, I had the opportunity to present the results of research we had conducted at Child’s Play, specifically for […]
  • Marketing to a New Generation of Dads

    By Stephanie Azzarone on April 2, 2013
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    Remember the 1983 movie “Mr. Mom,” which featured Michael Keaton as a bumbling stay-at-home dad who didn’t know how to change diapers, do laundry, or feed his kids? Today’s dads are a far cry from that notion of the hapless dad. “There’s a strong community of engaged dads that are no longer bashful or embarrassed by taking on domestic roles,” […]
  • Moms and Dads on the Web

    By Stephanie Azzarone on March 5, 2013
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    We talk a lot about moms on the web, checking Facebook, blogging, watching YouTube, and taking care of personal finance. But obviously dads use the web too for many of the same reasons. New stats point to the differences in the way moms and dads use the web. Moms use the web more than dads overall (with 89% of moms […]
  • The Purchasing Power of Dads

    By Stephanie Azzarone on January 8, 2013
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    More fathers are serving as primary caregivers and playing a larger role in purchasing toys for their kids. As a result, consumer product companies and retailers are starting to market toys with dads in mind. “Kids are going to grow up with dads that give them baths and drive them to soccer and are cutting up oranges for team snacks,” […]
  • Dads, Detergent and You

    By Stephanie Azzarone on February 22, 2012
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    While moms, without question, remain the major decision makers when it comes to household purchases, dads are becoming more involved in the process than in the past. A 2010 Yahoo survey of 2,400 U.S. men ages 18 to 64 found that more than half identified themselves as their household’s primary grocery shopper. According to these dads: One-third clean and cook […]
  • New Study: Dads Biologically Programmed for Parenting

    By Stephanie Azzarone on September 20, 2011
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    So much for the idea that only women are programmed for parenting! A new study has found that men are biologically wired to care for their children. Northwestern University researchers followed a large group of men in their 20s and discovered that their testosterone levels fell after they found partners and became fathers. The men studied were 22 when the study […]
  • Back Off, Dad: Mom Knows Best (?)

    By Stephanie Azzarone on March 9, 2011
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    Shared parenting? Ideal as the concept may sound, a recent study found that co-parenting often leads to conflict rather than cooperation. In other words, when dad steps up to help raise the kids, mom may not approve of his approach. Ohio State researchers studied 112 Midwestern families with 4-year-olds, then looked at the families again a year later. The study […]