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Millennial Dads - US - August 2017

"There are an estimated 22 million Millennial dads in the US, aged 23-40. The majority of this population has kids under the age of 12, although a growing number are seeing their kids enter their tween/teen years. As this young group becomes fathers, they are taking a different path than the generations before them, balancing their desire to provide for the household with their desire to spend quality time with their families."

- Dana Macke, Senior Lifestyles and Leisure Analyst

This report will look at the following areas:

  • Parenting partner is the #1 resource for Millennial dads
  • For dads, kids come first and chores are a distant second
  • Millennial dads want to have their cake, and eat it too

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Parenting partner is the #1 resource for Millennial dads
              • Figure 1: Dads’ top resources, May 2017
            • For dads, kids come first and chores are a distant second
              • Figure 2: Dads’ top wins vs. moms’ top wins, May 2017
            • Millennial dads want to have their cake, and eat it too
              • Figure 3: Attitudes toward fatherhood - discipline, May 2017
            • The opportunities
              • Fatherhood is a game changer
                • Figure 4: What makes dads different, May 2017
              • Above all, Millennial dads see themselves as loving and playful
                • Figure 5: Self-perceptions, May 2017
              • Dads are decision makers too
                • Figure 6: Making decisions, May 2017
              • What it means
              • The Market – What You Need to Know

                • Estimated population of 22 million Millennial dads
                  • Partnered households are the norm
                    • Couples having fewer kids
                      • Limited share of fathers are stay-at-home caregivers
                        • Moms and dads start to share the load
                        • Millennial Dads by the Numbers

                          • More than half of Millennial men are fathers
                            • Figure 7: Millennial dads, age of children in the household, May 2017
                          • Men most likely to enter fatherhood between 20 and 30
                            • Figure 8: Father's age at birth of first child, 2014
                          • Most dads live in households with a spouse
                            • Figure 9: Parents with children under age 18 in the household, by living arrangement, 2007-16
                          • Single parents a larger share of Black households
                            • Figure 10: Black household makeup, December 2016
                          • Family sizes shrink
                            • Figure 11: Average number of own children per family, 1970-2016
                        • Factors Influencing Families

                          • Married dads are likely working outside of the home
                            • Figure 12: Married couples with a child under age 15 at home, by presence of stay-at-home parent, 2006-16
                          • Rate of stay-at-home dads varies by state
                            • Figure 13: Share of stay-at-home parents who are dads, by state, 2014
                          • Moms’ time shifts toward paid work; dads’ toward house work
                            • Figure 14: How time is spent per week (parental time use study), 1965 and 2011
                        • Key Trends – What You Need to Know

                          • Brands show the love for Father’s Day
                            • Dove gives dads the mom treatment
                              • Tech for the family
                                • Stay-at-home dads aren’t necessarily Mr. Mom
                                  • Paternity leave may be available, but not taken
                                    • Father’s Day gifts may leave dads wanting more
                                    • What’s Working?

                                      • Father’s Day gives brands a chance to celebrate dads
                                        • Figure 15: Buffalo Wild Wings, Watching | Fathers’ Day, June 2017
                                        • Figure 16: McDonald’s. Wait lang po. June 2017
                                        • Figure 17: Celebrate Men Who Are There to Care This Father’s Day | Dove Men+Care – 0:30, June 2017
                                        • Figure 18: Interflora – Helping Hand, June 2017
                                      • With dads, what you see is what you get
                                        • Dove extends their brand to #RealDads
                                          • Figure 19: Baby Dove | #RealDads, April 2017
                                        • Fatherhood allows men to show another side
                                          • Figure 20: Jimmy Kimmel Reveals Details of His Son’s Birth & Heart Disease
                                          • Figure 21: Dads Who Play Barbie® | Barbie
                                        • Millennial dads connect through technology
                                          • Figure 22: Pass down your love of music with Premium for Family, October 2016
                                          • Figure 23: Amazon Alexa Moments: Baby Stats (Amazon Echo Commercial), October 2016
                                          • Figure 24: Google Home UK: Be more at home, May 2017
                                          • Figure 25: This Father’s Day, Go Ask Dad | Gillette 2017, May 2017
                                        • YouTube is a go-to for Millennial dads
                                        • What’s Not Working?

                                          • Moms and dads who stay at home likely play different roles
                                            • Stay-at-home dads lack a social network
                                              • Expecting dads may not know what to expect
                                                • Brands want to know, who’s the boss?
                                                • What’s Next?

                                                  • What to get the dad who has everything
                                                    • Figure 26: Sears acquisition email, June 2017
                                                  • Office culture plays catch-up to parental leave policies
                                                    • Opportunities exist for dad-centric products
                                                    • The Consumer – What You Need to Know

                                                      • Spouses/partners earn the top spot as a valuable resource
                                                        • “Super-dads” say “I love you”
                                                          • Becoming a dad is a life-changer
                                                            • Millennial dads see themselves as loving, playful, and fun
                                                              • Dads wield (some) decision making power
                                                                • Dads struggle to balance indulgence and discipline
                                                                • Dad Resources

                                                                    • Dads lean on their parenting partners
                                                                      • Figure 27: Dads’ top resources, May 2017
                                                                    • Younger and older Millennial dads turn to the same resources for advice
                                                                      • Figure 28: Dads’ top resources, by younger and older Millennials, May 2017
                                                                    • Low-income dads lean on extended family
                                                                      • Figure 29: Dads’ top resources, by household income, May 2017
                                                                    • Spouse partnership becomes increasingly important as family grows
                                                                      • Figure 30: Dads’ top resources, by number of children in the household, May 2017
                                                                    • Hispanic dads first look to their moms for advice
                                                                      • Figure 31: Dad resources, by Hispanic origin, May 2017
                                                                  • Dad “Wins”

                                                                      • Dads strive for emotional connections
                                                                        • Figure 32: Dads’ top wins, May 2017
                                                                      • Household chores higher up on moms’ list
                                                                        • Figure 33: Dads’ top wins vs moms’ top wins, May 2017
                                                                      • Urban dads aim to pitch in with child care tasks
                                                                        • Figure 34: Dads’ top wins, by area lived in, May 2017
                                                                      • Hispanic dads leave the emotional connection to mom
                                                                        • Figure 35: Dads’ top wins, by Hispanic origin, May 2017
                                                                    • What Makes Dads Different?

                                                                        • Importance of budgeting grows with family responsibility
                                                                          • Figure 36: What makes dads different, May 2017
                                                                        • Men may feel more noticeable lifestyle changes as they enter parenthood
                                                                          • Figure 37: What makes dads/moms different – more likely, by Millennial dads and Millennial moms, May 2017
                                                                        • Some lifestyle changes driven by income
                                                                          • Figure 38: What makes dads different – more likely, by household income, May 2017
                                                                        • Hispanic dads embrace their role as provider
                                                                          • Figure 39: What makes dads different – more likely, by Hispanic origin, May 2017
                                                                      • Dads’ Self-Perceptions

                                                                          • Dads see themselves as fun and playful with their kids
                                                                              • Figure 40: Self-perceptions, May 2017
                                                                            • Parenting experience doesn’t color perceptions
                                                                              • Figure 41: Self-perceptions, by number of children, May 2017
                                                                            • Higher-income dads get a boost of confidence
                                                                              • Figure 42: Self-perceptions, by household income, May 2017
                                                                            • Non-Hispanic dads embrace the fun side of parenting
                                                                              • Figure 43: Self-perceptions, by Hispanic origin, May 2017
                                                                          • Making Decisions

                                                                              • Dads have their hand in most household decisions
                                                                                • Figure 44: Count of decisions dads say they have a primary responsibility for, May 2017
                                                                                • Figure 45: Making decisions, May 2017
                                                                              • Younger Millennial dads more involved in disciplining kids
                                                                                • Figure 46: Making decisions, by younger and older Millennials, May 2017
                                                                              • With more kids comes more decision-making power
                                                                                • Figure 47: Making decisions, by number of kids in the household, May 2017
                                                                              • Single dads make the call
                                                                                • Figure 48: Making decisions, by marital status, May 2017
                                                                            • Attitudes Toward Fatherhood

                                                                                • Nearly all Millennial dads feel involved in the parenting process
                                                                                  • Figure 49: Attitudes toward fatherhood - parenting, May 2017
                                                                                • Most want to balance indulgence and discipline
                                                                                  • Figure 50: Attitudes toward fatherhood - discipline, May 2017
                                                                                • Dads share the burden with their partners
                                                                                  • Figure 51: Attitudes toward fatherhood – shared responsibility, May 2017
                                                                                • Partnered dads still feel the pressure of their many roles
                                                                                  • Figure 52: Attitudes toward fatherhood – household management, by marital status, May 2017
                                                                                • Hispanic dads have a soft spot for their kids
                                                                                  • Figure 53: Attitudes toward fatherhood – leniency, by Hispanic origin, May 2017
                                                                              • Millennial Dad Segmentation Analysis

                                                                                  • Factors
                                                                                    • Figure 54: Dad segments, May 2017
                                                                                  • Segment 1: Indulgent Dads (48%)
                                                                                    • Demographics
                                                                                      • Characteristics
                                                                                        • Opportunity
                                                                                          • Segment 2: Disciplinarian Dads (27%)
                                                                                            • Demographics
                                                                                              • Characteristics
                                                                                                • Opportunity
                                                                                                  • Segment 3: Laid Back Dads (25%)
                                                                                                    • Demographics
                                                                                                      • Characteristics
                                                                                                        • Opportunity
                                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                                          • Data sources
                                                                                                            • Sales data
                                                                                                              • Consumer survey data
                                                                                                                • Direct marketing creative
                                                                                                                  • Abbreviations and terms
                                                                                                                    • Abbreviations
                                                                                                                      • Terms
                                                                                                                      • Appendix – The Market

                                                                                                                          • Figure 55: Parental time use, hours per week, 1965 - 2011
                                                                                                                          • Figure 56: Parents with children under age 18 in the household, by living arrangement, 2007-16
                                                                                                                          • Figure 57: Married couples with a child under age 15 at home, by presence of stay-at-home parent, 2006-16
                                                                                                                          • Figure 58: Stay-at-home parents by state, 2014
                                                                                                                          • Figure 59: Average number of own children (<18) per family, 1955-2016

                                                                                                                      Companies Covered

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                                                                                                                      Millennial Dads - US - August 2017

                                                                                                                      US $3,995.00 (Excl.Tax)