Blog: Dean BestMum's not the word

Dean Best | 16 April 2007

Do fathers not care about the health of their children?

That seems to be the message from food companies when they trumpet the health claims of their products.

That a brand will “appeal to mums” or be “a big hit with mums” are assertions often made by food and drink producers when marketing their wares.

Come on – this is the 21st century – fathers take just as much care in the upbringing of their children than mums. And mothers are no longer merely concerned with being housewives and raising the kids.

Is there anyone else out there who finds this use of language just a little bit twee and patronising?


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