Connecting with Moms and Dads Differently

Kara Powell | Jun 16, 2011

This article that appeared in yesterday’s YPulse Daily Updates (a great source of youth culture information with free updates) highlights the ways marketers target moms and dads differently. Apparently marketers tend to make kids’ moms the primary target. This article talks about how dads are very influential in certain types of family purchases (i.e., those related to entertainment). Another article a few days ago talked about the influence of dads in kids’ food choices.

Reading these got me thinking: how should we think about partnering with kids’ moms differently than with kids’ dads? Believe me, the LAST thing I want to do is perpetuate stereotypes. I spend much of my life trying to counter certain stereotypes folks have of women in leadership, or of moms.

Nonetheless, it does seem wise in our efforts to partner with parents to think about if moms and dads would prefer different types of communication from us, or different modes of communication, or different topics of training. Maybe in your context, the needs and perspectives of moms and dads are so similar that it’s fine to just lump them together. But maybe in your context there are some differences worth teasing out.

Kara Powell

Dr. Kara Powell is the Executive Director of the Fuller Youth Institute (FYI), a faculty member at Fuller Theological Seminary, and Fuller's Chief of Leadership Formation. Named by Christianity Today as one of “50 Women You Should Know,” Kara serves as a Youth and Family Strategist for Orange, and also speaks regularly at parenting and leadership conferences. Kara is the author or coauthor of a number of books, including Growing Young, Growing With, The Sticky Faith Guide for Your Family, Sticky Faith Curriculum, Can I Ask That?, Deep Justice Journeys, Deep Justice in a Broken World, Deep Ministry in a Shallow World, and the Good Sex Youth Ministry Curriculum. Kara lives with her husband Dave and their three children, Nathan, Krista, and Jessica, in Southern California.


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