Is your home business in tune with the needs and behaviors of modern dads? If you often overlook fathers when analyzing different market demographics, you’re not alone. Many brands still subscribe to the “dear old dad” stereotype, creating campaigns that don’t resonate with young, tech-savvy fathers. Some businesses even make the mistake of advertising to non-fathers the same way they would fathers, despite there being distinct differences between the two groups. Dads no longer take a backseat when it comes to raising children and purchasing household products. Plus, they’re proud of their roles—more than half of dads see parenting as a key part of their identity.
So, how can home business owners reach this growing demographic? The team at MDG Advertising conducted research from multiple recent reports and surveys to find the answers. The agency’s informative infographic, 5 Things Every Brand Needs to Know About Marketing to Dads, reveals the latest statistics and fresh insight into dads’ beliefs and purchasing behaviors. The key finding? Young fathers believe that advertisers are out of touch with today’s family dynamics. A survey from Saatchi & Saatchi found that more than two-thirds of dads believe most advertising messages miss the mark.
Today’s dads reject the stereotype of the clueless, bumbling father, and most of them feel they have a solid grasp on parenthood. Many fathers consider fatherhood an essential part of their identities, calling it their “most important job.” Younger fathers tend to be more involved with child rearing, and they often attend school meetings and provide child care. However, these dads still feel like they don’t spend enough time with their children and often desire a better work-life balance. More than 30 percent of fathers struggle to balance work and home, with many opting to stay at home full time.
The reason for this shift? Many young fathers don’t want their children to have the same experiences they had growing up with distant, unavailable fathers who often worked long hours. Whether it’s giving their children a hug or saying “I love you,” emotional availability is important to today’s dads. In fact, 73 percent of dads claim that a “real man knows how to provide emotional support to his children.”
It’s clear that the role of a father is changing, but how does this influence purchasing habits? Becoming a dad tends to have a big impact on the buying decisions men make. Many men find themselves switching brands after becoming fathers, especially across the food and beverage, household products, and personal care verticals. Plus, dads tend to be bigger spenders when at the grocery store, spending an average of $173 while moms spend only $149. Seventy-two percent of dads have some shopping responsibility for the household, making it essential for home business owners to target this ever-growing group.
With fathers’ roles changing, how will brands cater to their needs? Digital-savvy marketers will use engaging content to attract on-the-go dads. Millennial dads rely on the Internet for product research, information about parenting, cooking, children’s education, and more. YouTube is one of the top sources of information for dads, with 80 percent visiting the video-sharing site regularly. Parenting websites and online forums also are popular among young dads.
Home business owners should focus on posting varied content, including video, blogs, and social media posts. Modern dads rely on search engines to find the information they need, so optimizing websites with keywords is essential. If you haven’t optimized your website for mobile, now’s the time—6 in 10 dads rely on mobile devices for information, according to a BabyCenter survey.
Ultimately, today’s dad is tech-aware, involved in his children’s lives, and desires a positive work-life balance. He’s responsible for many household purchases and will do his research before committing to a brand. However, he still desires quick, well-crafted content that respects his time, answers his questions and addresses his family’s needs.
Most importantly, brands must steer clear from the traditional, one-dimensional dad stereotypes. Home businesses that adopt nuanced, thoughtful approaches see success when targeting this always evolving demographic. Find out more about marketing to the modern family man by viewing MDG’s full infographic below.
