What you need to know
There are nearly four million dads in Canada and social trends have moved so rapidly in recent decades that day-to-day life for fathers today is considerably different than that of previous generations. The result is that this is a very important consumer group, but one that is balancing its traditional responsibilities with its increasingly varied duties.
Fatherhood has a multifaceted impact on men’s consumption behaviours. Being a dad creates the need for ways to spend time with the kids, as well as support with teaching children important life lessons. It also affects their lives beyond their kids and household; it is harder for men to keep in touch with friends once they have kids.
The analysis in this Report looks at dads’ relationships with their children, their responsibilities around the home and the ways they manage to connect with friends. Furthermore, there is a specific analysis of parenting amid COVID-19 – both in terms of the challenges dads are facing as well as some of the unique positives that have presented themselves this year.
Key issues covered in this Report
Marketing channels to reach dads.
How dads raise their kids; specifically, how they spend time with them and what they want to teach them.
Household responsibilities that dads are mostly responsible for, as well as those that they share with their partners.
How dads keep in touch with friends, even before COVID-19 social distancing rules were in place.
Attitudes related to the COVID-19 pandemic’s impact on dads and their kids.
This Report was written from October 28-November 24, 2020. Consumer research was fielded August 27-September 11, 2020.
