When studying the habits of different demographic groups, many marketers forget about fathers. Brands often make false assumptions about dads, creating campaigns based on old-fashioned ideas about fatherhood. However, today’s fathers are much more complex than the traditional stereotype of an out-of-touch dad. They’re responsible for making important decisions in the household and have strong beliefs about the importance of their roles. These tech-savvy dads also rely on mobile devices and online search to find the parenting information they need.
The team at MDG Advertising examined multiple surveys and research reports when creating their new infographic, 5 Things Every Brand Needs to Know About Marketing to Dads. One of their most important findings was that the majority of fathers don’t like how they’re portrayed in advertising. This is especially common among Millennial fathers, with 74 percent of them believing that advertisers are out of touch with today’s family dynamics. These dads are particularly unhappy about how fatherhood is depicted and disapprove of outdated clichés of dads. Eight-five percent of fathers feel they have a handle on parenthood and know more than they’re given credit for.
5 Things You Need to Know About Marketing to Modern Dads Infographic Summary
In the past, fatherhood was often characterized as a burden for men, but today, fathers find it fulfilling and important. Nearly all fathers—94 percent—consider being a father an essential part of their identity, with some even calling it their “most important job.” These dads tend to be much more involved with child rearing
Despite fathers’ increasing involvement in their children’s lives, many feel they don’t spend enough time with their families. Many fathers struggle to find a positive work-life balance as they juggle multiple responsibilities. This also prevents dads from participating in other activities, including spending time with friends.
We know that fathers are family focused and often strapped for time, but how do these traits influence their buying decisions? Fatherhood seems to have a dramatic impact on men’s lives, with many switching brands after becoming a dad. Brand switching happens most often in the food and beverage vertical, but some dads even switch financial products. Dads also tend to buy more when they shop, spending nearly $30 more on average than mothers.
Modern fathers also do their homework when it comes to making purchases, searching the Internet for information about home and children’s products. YouTube plays a significant role in dads’ lives, with many fathers watching content about assembling toys, cooking meals, or helping children learn. Like mothers, fathers are hooked to their smartphones, visiting parenting websites, seeking advice on social media, or visiting blogs and company websites.
Brands must always be mindful that today’s father is a busy, devoted member of the family who has a significant impact on household purchases. He’s brand-aware, digitally smart, and takes parenting seriously. Companies that use thoughtful marketing approaches—which respect fathers’ complex roles—will see success in 2018 and beyond. For more facts about marketing to dads, take a look at MDG’s full infographic.
Infographic source: MGAdvertising