The study was covered pretty widely in the press - this article says, "The advertising expert says only when marketers see it and believe it will the ads start to target men more specifically." That "expert" is Todd Wolfenbarger, president of The Summit Group, who pointed out in the article, "If it were in fact true that men were doing a mjority of the shopping in grocery stores today, marketers will get there fast, they won't wait."

What all of this means is: the day of Mr. Mom has arrived. So their saying.

Here are the real facts - women still control or influence the majority of spending in the home.

Women are busy and yes, men are doing a bunch of the grocery shopping - after Mom makes the list and puts the coupons in an envelope. [pic from Rocco Gets Real] 

Men are pitching in more, because they have the time or because Mom just can't do it. The idea, as noted in Wong's article, that men are "more likely to take notice of online advertising" or that dads "tend to spread the word when they come across a great new product or service," has me doubtful. Even the idea portrayed by this pic - that men like to meet at the store and 'chat' has me shaking my head.

Where are these men? Introduce me to one. Just one. My Tom does the majority of the grocery shopping for our house. But, he asks me to make the list and when I provide coupons, he hates it. They slow him down. He buys generic - which is fine. It turns out the store brand is usually just as good as the national brand. He does read labels, which I hardly ever take the time for. As for sales - not much on his radar. He grocery shops much the same as he shops for clothes - take a list, get the product, pay for it and go home.

I can tell you - online advertising is an annoyance to my guy. He said just the other day, "Why does anyone put ads on Facebook? No one clicks on them." Well, some people do - a lot of women do. But men...unless an online ad is for electronics or cars, they don't probably don't even notice it. Even then they have to be in the market for the product!

So, this one survey doesn't do it for me.

Oh, the "he-cession" is the term for situations where Dad is out of work because of the "recession" and that's why he's doing the shopping. Wong says, "As a result of this shift, dads are newer to the market and marketers can play a large role in shaping their perceptions and helping them become pilots or co-pilots in the role of CHO - Chief Household Officer."

Oh please!!! Co-pilots? Chief Household Officer? Can we dispense with the marketing speak!!! Can we just say, "Marketers have an opportunity to reach out to the Dads who are now doing the grocery shopping. And, the best way to reach them - is through the Moms."

The changing economic environment is creating partnerships that are more "equal" now. Clever commercials aimed at men who shop for the baby food, the dog food, the milk and bread, aren't the answer. Clever commercials that tap into families, via Dad blogs, Mom blogs, and parenting sites (parents are usually a dad and mom), and are the answer.