Angier, N., (2010). “Paternal Bonds, Special and Strange.” Nytimes.com. Retrieved on 20 June 2010: http://www.nytimes.com/2010/06/15/science/15fath.html?_r=1
An article written by, Natalie Angier in the New York Times, Paternal Bonds, Special and Strange, begins by stating how men are proudly proclaiming the number of children they have to other men. Comparisons are made between humans and other primates such as monkeys that also proudly display their infants to impress other male monkeys. It is stated that this action is done to strengthen the bonds between men. Furthermore, the article discusses multiple studies that demonstrate how male primates care for their offspring. For example, some bird species are the sole keeper of their nest. The article aims to link parental care and offspring welfare. One study claims that baby handling can demonstrate how fathers can take charge, beat the odds, and expand the nest. The studies referenced provide examples of what the author calls, “dream daddies” and males “behaving dadly”.
Through this study we can see that male animal primates have an instinctual response to care for and flaunt their offspring. This appears to a revolutionary breakthrough in our understanding of linking men with caring giving. The biological and innate instincts for male species to be care givers demonstrated in the article goes against many socially constructed norms within society. Public discourse surrounding the roles of males and females dominantly places the women as caregivers and carrier of a child. In a modern world where women have taken on the role of caregiver, men have taken a back seat. Perhaps these baby handling characteristics of men can be exploited. Understanding that men also have the nature to be caregiver for their babies and innately want to exhibit their offspring provides an untapped market segment. In the childcare market, products and services are specifically geared towards woman, perhaps marketers can also focus on targeting men. It is important to note that product designers and marketers utilize human behavior in order to produce products for specific user groups. From strollers to daycare services, products and programs, with insights like this, designers can directly target fathers who want to care for and flaunt their children.