Disney will be rethinking the way it advertises the roles of dads in its movie advertising. Rather than depicting on-screen fathers as hapless or detached, they'll be shown in a more sensitive light – something three-quarters of young dads want to see. We explore the insights behind why Disney wants to close the gap on gender stereotyping.
Disney wants to change the way it depicts the role of the father in its movie advertising. The move comes after an EMEA region-wide survey found that men no longer engage with outdated representations of the father – anything from the 'hapless joker' to the 'strong silent type' – and want to be considered to be more sensitive and loving. "We've got to a position where we have realised the role of dads is really important and probably something that we needed to do a deeper dive into," says Anna Hill, Disney UK's chief marketing officer. "[We've found] we've gone through a big change in our generation; dads are becoming house husbands and the main caregivers. I think it's important that we tell new stories."
The results of the survey fall in line with research from Saatchi & Saatchi, which found more than three-quarters of Gen Y dads believe modern marketing has missed the mark when it comes to speaking to them. Fathers have as much – if not more – purchasing power than mums; 65% of Gen Y dads consider themselves early adopters of new products, with 48% saying they’re loyal to brand name products, compared to 39% and 35% of mums respectively. So, it’s in Disney’s best interests to ensure it’s on the same page as young dads and target them in ways that show it understands, rather than patronises. Marketing to dads and celebrating their knowledge, passion and dedication to their families is key to appealing to a growing generation of hands-on fathers.
And with young people rejecting gendered stereotypes across the board – 78% of American Gen Zers don't believe their gender defines them as much as it used to – a change in tact from a global brand like Disney will resonate well with the current crop of new fathers.
Matt McEvoy is the deputy editor at Canvas8, which specialises in behavioural insights and consumer research. In a former life, he was a journalist working in the sports, music and lifestyle fields.
