Hamsini Shivakumar

Matching cultural discourse and culture codes with social attitudes

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write that the space of “equal partner families” is ripe for more and more interesting narratives on ‘new-age dads' and ‘equal partner parenting'. The brands that still feature ‘hands-off' dads in their ads could soon begin to look ‘outdated' or ‘too traditional'/‘orthodox' in their manifest values