Story #1: Back-to-School: Parents Will Spend More Than Ever Online and on Mobile—And They’re Already in Full Swing
As we approach August, one thing is certain, back to school season is ramping up. “Rubicon Project’s second annual Back-to-School Consumer Pulse Survey” projects shoppers to spend more than $40 billion this season. In the article found on Bulldog Reporter, tech items are costing parents the most and many are turning to places like Amazon to buy these, instead of actual stores. According to the article, “nearly 30 percent of parents surveyed will do at least 25 percent of their back-to-school shopping on a mobile device” and this number is even higher for parents of incoming college freshmen. Another interesting finding in this study was that dads are beginning to be more involved in back-to-school shopping for technology-related items.
This study is very important to PR professionals working for any company selling back-to-school related items. It has always been a busy time of the year for these companies, but now more than ever; it is largely beneficial to play into the event that has become back-to-school shopping. Based off of this study, it would be important for PR professionals to push for an increased mobile presence for their companies.
Story #2: PR Segments: Millennial Fathers and LGBT Parents Are Misrepresented by Brands, New Report Asserts
A report from Cassandra, an Engine Group company found that “81% of Millennial parents believe fathers are not portrayed accurately in ads.” Many brands still portray dads as people that do not know how to care for their child, and Millennial dads feel that stereotype does not represent them. The study found that Millennial dads are just as active on social media as the moms. Millennial dads are “embracing the opportunity and putting their own twists on parenting,” says Melanie Shreffler, senior insight’s director at Cassandra. Other interesting findings included Millennial parents taking on more of a mentor role rather than a friend and being more relaxed about their child trying alcohol and marijuana. Millennial parents are also embracing technology and finding ways that it can be used to bring their family together.
This article is extremely important for PR professionals because Millennials make up a large portion of any company’s target audience. It is necessary to portray dads in ways that they can relate, and with Millennial dads, that begins with portraying them as active, knowledgeable and adequate caretakers. This is definitely something I would want to keep in mind when trying to come up with new campaign ideas.