Marketing to Dads - UK - September 2011
- Is there a gender divide in the childcare responsibilities that fathers assume?
- Do fathers prioritise work or family?
- Pester power has long been touted as a key purchase influencer, but in which sectors do fathers succumb to it the most and why?
- What role do trusted brands have to play in persuading parents to part with their cash?
For the purposes of this report, a Dad is a male over the age of 16 who has at least one child under the age of 16. Mintel estimates that there are 6.62 million fathers of children under the age of 16 living in the UK. Data from the Office for National Statistics show that 2% are single fathers.
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