Return-to-office policies, declining inflation and evolving parenting expectations have dads and moms in a state of constant adaptation. This – on top of their children’s changing needs – means that past parenting conventions are, at best, respected with the acknowledgment that adjustments are necessary. These changes offer brands ample opportunities to offer solutions and emotionally connect with dads.
One of the biggest opportunities lies in the tech-savvy nature of modern dads. They are active on more social media platforms than moms and rely heavily on digital solutions for parenting information and shopping. This creates an opening for brands to develop targeted, tech-forward solutions that help dads manage their evolving parental responsibilities while maintaining work-life balance.
While gender equity in parenting has penetrated dads’ attitudes, some daylight exists between awareness and behavior. Some differences may be inevitable, but brands that present a more equitable reality will be viewed as thought leaders that pave the way for greater family cohesion and positive parenting results.
Parenting expectations of and by dads are evolving in an environment of changing work-life balance, easing inflation and modern parenting conventions.
Hiro Takemasa, Senior Consumer Lifestyles Analyst
For this Report, “parent” refers to all adults with children below the age of 18 in the household, “dad” refers to male adults with children below the age of 18 in the household, and “mom” refers to female adults with children below the age of 18 in the household.
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