By George, Will & Kate are Part of Gen Duo!

With the arrival of the Royal Baby, we wanted to ask Gen Duo couples how they make decisions about baby-care. Here’s the latest intelligence from our Gen Duo panel, a beta forum made up of couples who share in decisions in the home. Our panel is growing and open for membership. If you’d like to join or know someone who would, email emanateintel@emanatepr.com. Let us know what you think about how Gen Duo couples feel about baby-care – from the big decisions to the small.

jeg

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Please Don’t Call Me Mommy

Yes, I am a blogger. And yes, I am a mother. And yes, I occasionally blog about my children. But please don’t call me a mommy blogger.

Many mothers who blog find the term “mommy blogger” insulting and too familiar. Mommy is a term of endearment. It’s personal. If I didn’t give birth to you then why would you call me mommy? I bet you can count on no more than one finger the number of people you’d refer to as Daddy. Why should mommy be any different?

Besides, what is a mommy blogger? A food blogger writes about food. A fashion blogger writes about fashion. A political blogger writes about politics. The writer you’ve been referring to as a mommy blogger probably doesn’t post about mommies.

Sometimes labels are helpful; I understand that. There is a legion of mothers blogging and they wield a tremendous amount of influence. But too often marketers are quick to lump female bloggers into one “mommy blogger” category. Women with children are blogging about much more than diapers. They’re blogging about politics, policy, food, health, the environment, sports, religion and a host of other topics.

Bloggers are an important gateway to women – and men – with purchasing power. Marketers who fail to understand the blogging landscape will miss out on making this critical connection and will risk alienating a powerful online force. Remember, when mama ain’t happy, ain’t nobody happy.

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Alpha Dads are the New Dads of Gen Duo

Businessweek recently published an article on “Alpha Dads” – those who are “as serious about their parenting as they are about making partner.” A read like this showcases the work-life balance many dads – particularly newer generations of dads – are contemplating as they enter the family realm whilst already entrenched in the work one.

A quote from a sociology professor at Stony Brook University says it all: “If you listen to the best young male workers, the ones coming out of the top business schools, they all talk about wanting to be really involved fathers, expecting and assuming that their wives are going to be committed to their careers.”

While the article’s focus is on how dads manage through this conundrum in the corporate world (the creation of the Deloitte Dads club as one example), it continues to paint the picture of how Gen X and Gen Y couples, and likely generations to come after them, are changing family dynamics.

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Why Relevance Matters

Challenger brands demonstrate the power of relevance and can serve as a model for all brands to emulate.

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Why Adopt the Challenger Brand Mindset

Under threat from a challenger brand, established brands need to alter their mindset and approach to maintain relevance and protect their leadership positions.

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Challenger Brands, Relevance and Success

Matt Rose discusses why challenger brands are capable of achieving greater relevance among target audiences than established brands regardless of size, reach or marketing spend.

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Are Gay Couples the Ultimate Examples of Gen Duo?

The Atlantic recently published a fascinating article exploring same-sex unions – how they are often happier and more democratic than heterosexual ones – and what heterosexual couples might learn from them.

Due to a number of factors, same-sex couples are illustrative of what Gen Duo is all about. This is primarily because those relationships don’t typically rely on preconceived gender roles and stereotypes. Instead, household duties, purchase influence, parenting, and so on, are more subject to discussions rather than easily assumed, entrenched behaviors.

There are a few studies worth noting that the article calls out:

  • In American Couples: Money, Work, Sex, the authors explore how same-sex couples fight. It is typically a much fairer conversation than heterosexual couples.
  • In a Vermont-based study done in 2000, it’s shown that same-sex couples are more likely to divide household chores evenly.
  • In a new article in Child Development, we see that same-sex couples are happier, more compatible and intimate.

As we continue to grow the Gen Duo panel, this will continue to be a line of inquiry: What percent of Gen Duo couples are same-sex?

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