Canada Marketing to Dads Market Report 2020
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Providing the most comprehensive and up-to-date information and analysis of the Marketing to Dads Canada market including the behaviours, preferences and habits of the consumer.
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
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.
Written by Scott Stewart, a leading analyst in the Lifestyles sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Marketing to dads can be a challenging task for companies; not only do they need to understand parents, but specifically the men in those family households. That challenge has become more complex in recent years as modern fatherhood has evolved – even in comparison to how today’s dads were raised by their own fathers.
Companies that market to dads need to walk the fine line between the emerging trends of the 21st-century dad and the traditional foundations of fatherhood. The COVID-19 pandemic has accelerated the shift towards the new role of the modern father – but time-honoured norms are so ingrained in Canadian culture that they will continue to resonate and cannot be overlooked.
Scott Stewart
Senior Lifestyles Analyst
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