Change the name of the Amazon Mom program to Amazon Family.
I've been a stay-at-home dad since my daughter was born seven years ago, and I can say without a doubt it has been the best experience I have ever had. I'd never trade it for anything. And there are plenty of other dads like me: according to the 2010 U.S. Census, almost a third of fathers with a spouse in the workforce take care of their kids at least one day a week. And of those with kids under the age of 5, 20% of dads are the primary caretaker.
That's why, while I appreciate being able to save money through the Amazon Moms discount program, I don't like the message Amazon is sending by reinforcing a stereotype that doesn't apply to my family, or plenty of others.
Amazon should embrace the fact that ALL parents, no matter their gender, are responsible for taking care of their kids. And they should show that they respect those families that don't have a mom just as much as those that do. Amazon already calls the program "Amazon Family" in other parts of the world -- they should do the same thing here in the United States.
Change the name of the Amazon Mom program to Amazon Family
Moms aren't the only ones who shop online.
Number of stay-at-home fathers doubles in decade. Stay at Home Dads have become more common, approximately 3.4% of all stay at home parents are men. An advertising program that targets Moms and ignores Dads is out of step with modern families.
US Bureau of Labor statistics: the number of stay-at-home dads in 2009 rose 13% from the previous year.
According to the U.S. Census fathers with a wife in the workforce, 32% took care of their kids at least one day a week in 2010, according to the U.S. Census Bureau, which looked at families with children under 15 years old. That's up from 26% in 2002.
Of those with kids under the age of 5, 20% of dads in 2010 were the primary caretaker.
Amazon advertising model doesn't reflect the changing social roles.