Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: Market context
Executive Summary
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- Top takeaways
- Target audience overview
- Impact of COVID-19 on dads
- Effects of COVID-19 on family life
- Effects of COVID-19 on dads’ daily routines
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- Figure 1: Lockdown, re-emergence and recovery impact of COVID-19 on dads, October 2020
- Opportunities and Challenges
- Dads compare themselves to their fathers, not their peers
- Dads see the role of fatherhood as a duty
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- Figure 2: Dads’ attitudes and behaviors, June 2020
- Dads have less parenting confidence
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- Figure 3: Tell us how you really feel – advice, by gender, June 2020
- Dads don’t feel like the primary parent
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- Figure 4: Parenting cluster – I consider my partner the primary parent, by gender, June 2020
- Dads are results oriented
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- Figure 5: Dad’ attitudes and behaviors – being a dad has made me a better person, by gender of parent, age and age of children, June 2020
- What it means
The Market – What You Need to Know
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- Single-father households are on the rise
- Engaged on social media
- Dads are open to advice
- Continued employment leads to a positive financial outlook
- Changes in fatherhood as a result of COVID-19
Dads by the Numbers
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- As with moms, the age of dads is increasing
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- Figure 6: Biological fathers’ age at birth of first child in the US, 2014
- Majority of dads are married
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- Figure 7: Marital status of biological fathers in the US, 2014
- Figure 8: Age and race, by marital status, June 2020
- Number of father-only households is increasing
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- Figure 9: Percent change of living arrangements of children under age 18, by race and Hispanic origin, 2008-2018
- Figure 10: US family households, by type and race, 2019
- Anticipate share of stay-at-home fathers to hold
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- Figure 11: Married-couple family groups with children under age 15 at home, by presence of stay-at-home father, 2008-18
Market Opportunity: Social Media
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- Dads are engaged on social media
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- Figure 12: Social media usage, by frequency of usage, June 2020
- The majority of dads identify as social media influencers
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- Figure 13: Types of influencers followed, indexed to total adults, June 2020
- Dads are comfortable posting about their children
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- Figure 14: Tell us how you really feel – posting about kids on social media, by gender, June 2020
- Dads approve of their kids’ use of technology and social media
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- Figure 15: Tell us how you really feel – kids and tech, by gender, June 2020
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- Figure 16: Samsung QLED TV Baby Interference, January 2019
Market Opportunity: Dad Networks
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- Dads are creating their own friend networks
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- Figure 17: Dad attitudes and behaviors – I have made new “dad” friends, by age, June 2020
- Dads are looking for advice
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- Figure 18: Tell us how you really feel – advice, June 2020
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- Figure 19: Tell us how you really feel – advice, by gender, June 2020
- Dads feel judgment from social media and their partner
- In their own words: dads don’t often feel judged
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- Figure 20: Dad attitudes and behaviors – I have felt judged by another dad for my parenting choices, June 2020
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- Figure 21: The Modern Love InBox – Communication Activities, January 2019
Employment and Finances
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- COVID-19 impact on employment
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- Figure 22: Employment, by type of employment, June 2020
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- Figure 23: Employment situation COVID-19, June 2020
- Positive outlook on their financial future
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- Figure 24: Current financial situation, June 2020
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- Figure 25: Future financial situation, June 2020
COVID-19 Market Factors
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- Dads are getting closer with their families
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- Figure 26: Parenting during COVID, by gender employment and income, June 2020
- Dads aren’t altering their routines
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- Figure 27: COVID-19 behaviors, indexed to total adults, June 2020
- Dads are a prime target audience for COVID-19 marketing efforts
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- Figure 28: Lifestyle changes, indexed to total adults, June 2020
Competitive Strategies – What You Need to Know
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- Parenting is part of dads’ identity
- Dads want outlets to be playful with their kids
- Brands give dads confidence in their physical appearance
- Dads embrace individuality
- Dads look to employers to respect their roles as fathers
Competitive Strategies
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- Mintel Trend Drivers
- Mintel Trend Driver: Identity
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- Figure 29: Mintel Trend Driver, Identity
- Dad identity: The “Girl Dad”
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- Figure 30: Elle Duncan Kobe Girl Dad, January 2020
- Dad identity: The Mentor
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- Figure 31: How to change a tire, April 2020
- Dad identity: The Sherpa
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- Figure 32: Tactical Baby Gear, July 2020
- Dad identity: The Empath
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- Figure 33: Parenting attitudes – I would be ok with my child being LGBTQ+, by gender of children, June 2020
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- Figure 34: Truth awards, March 2020
- Mintel Trend Driver: Experiences
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- Figure 35: Mintel Trend Driver, Experiences
- Play up the dad jokes
- In their own words: what makes a dad joke different
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- Figure 36: Kids tell their favorite dad jokes, June 2018
- Dads are investing in subscription boxes
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- Figure 37: Cooper and Kid – Weenies and Meanies, December 2018
- TikTok provides dads with an opportunity to be playful
- Mintel Trend Driver: Wellbeing
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- Figure 38: Mintel Trend Driver, Wellbeing
- The Dad Bod Club
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- Figure 39: Manifique: A Father’s Day Gift – Dad Bod, June 2019
- Mintel Trend Driver: Rights
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- Figure 40: Mintel Trend Driver, Rights
- Paid paternity leave will be expected
The Consumer – What You Need to Know
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- Dads segmentation
- Improved versions of their own fathers
- Dads feel underappreciated
- Dads at times struggle to connect with their children
- Dads live in different realities than moms
- Dads are focused and results driven
Perceptions of Parenting
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- Dads feel like the new and improved version of their own dad
- In their own words: comparing themselves to their own dad
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- Figure 41: Parent associations, by dads, June 2020
- Dads feel like their efforts sometimes go unnoticed
- In their own words: do dads get enough credit?
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- Figure 42: Dads’ attitudes and behaviors, June 2020
- Brand spotlight: Dove Men’s Care
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- Figure 43: Dove Men’s Care – Dad On, April 2020
- Black fathers feel less appreciated
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- Figure 44: Dads’ attitudes and behaviors – dads aren’t given enough credit for the parenting work they do, by race, June 2020
- Dads feel pressure to look put together
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- Figure 45: Dads’ attitudes – I feel pressure to make sure my life and family look put together from the outside, by gender, June 2020
- Dads with young kids feel like they are doing more
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- Figure 46: Dad attitudes and behaviors – I feel like I am a more active parent than most dads, by age of children, June 2020
Joys of Fatherhood
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- Dads find a balance
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- Figure 47: Positive dad attitudes and behaviors, June 2020
- Dads are results driven
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- Figure 48: Dads’ attitudes and behaviors – being a dad has made me a better person, by gender of parent, age and age of children, June 2020
- Brand spotlight: Subaru
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- Figure 49: Subaru Making Memories, May 2017
- Dads view their relationship more positively than moms
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- Figure 50: Parenting cluster – having children has made me and my partner closer, by gender, June 2020
- Dads are better at managing stress
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- Figure 51: Stress level, by gender and parental status, February 2020
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- Figure 52: Managing stress, indexed to total adults, February 2020
Connection with Kids
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- Dads believe their partner is the primary parent
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- Figure 53: Parenting cluster – I consider my partner the primary parent, by gender, June 2020
- Kids aged 6-11 are the hardest for dads to connect to
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- Figure 54: Parenting cluster – I struggle to connect/communicate with my children, by age of children, June 2020
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- Figure 55: Nintendo Switch – Ring Fit Adventure, October 2019
- Dads prefer their sons’ friends
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- Figure 56: Parenting attitudes – I like my kids’ friends, by gender of children, June 2020
Children’s Future
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- Goals for their children’s future
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- Figure 57: Hopes for the future, by gender, June 2020
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- Figure 58: Hopes for the future repertoire, by gender, June 2020
- Race plays a role in parents’ priorities
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- Figure 59: Hopes for the future, by race, June 2020
- Dads believe their kids will need them for longer than moms
- In their own words: how long dads anticipate their children living with them
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- Figure 60: Children relying on parents, June 2020
- Figure 61: Children relying on parents, repertoire analysis, by gender, June 2020
Dads Segmentation
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- Factors
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- Figure 62: Dad segments, June 2020
- Segment 1: Do It All Dad (40%)
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- Figure 63: Andre Johnson, January 2020
- Figure 64: Do It All Dad segment demographics, June 2020
- Segment 2: Project Manager Dad (17%)
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- Figure 65: Danny Tanner, May 2015
- Figure 66: Project Manager Dad segment demographics, June 2020
- Segment 3: Fun Dad (16%)
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- Figure 67: Phil Dunphy, August 2018
- Figure 68: Fun Dad segment demographics, June 2020
- Segment 4: Unengaged Dad (15%)
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- Figure 69: Don Draper, April 2018
- Figure 70: Unengaged Dad segment demographics, June 2020
- Segment 5: Mr. Mom Dad (12%)
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- Figure 71: Ross Geller, October 2013
- Figure 72: Mr. Mom Dad segment demographics, June 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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