08.03.15
Y&R’s “Who’s Your Daddy” study on dads in North America examines the spending habits, preferred brands, attitudes, values and behaviors of dads. The study, which highlights the underserved role that dads play in North American households, also takes a special look at millennials, poised to be the largest group of dads in the coming years, who are redefining fatherhood with their hands-on, egalitarian approach to parenting.
According to the findings, dads are considerably less frugal than moms, with a third (33%) of dads trying to buy products on sale, versus 52% of moms. In fact, 59% of dads feel that using coupons makes them look cheap, compared to 37% of moms (and 49% of child-free men). Dads are also twice as likely as moms to buy the brands they believe are best, regardless of price (28% versus 13%).
Also, today’s dads prioritize their physical well-being and appearance. Dads name sexuality (No. 6) and confidence (No. 10) among their top values, whereas these don’t crack the top 10 for men without children. In fact, according to Y&R, dads tend to shop the beauty aisle similarly to women without children, with 54% of dads and 51% of single women regularly looking for innovation in personal care products, compared to 45% of moms and 35% of men.
When it comes to millennial dads, they are the most hands-on segment of fathers in terms of shared parenting tasks. A whopping 80% of millennial dads claim primary or shared grocery shopping responsibility, compared to 45% of all dads.
“There is a dramatic shift in a man’s priorities when he becomes a dad, and he is actively looking for resources—from helpful blogs to changing tables in men’s restrooms—to support him in this important role. While there is an abundance of support geared toward moms, there is not much available to dads, and they realize it,” according to the study’s author Kasi Bruno, SVP-strategic planning director, Y&R Toronto.
According to Bruno, dads are “actually more brand loyal than moms, so the brands that act first to meet the needs of dads will be rewarded with their continued purchases for years to come.”
According to the findings, dads are considerably less frugal than moms, with a third (33%) of dads trying to buy products on sale, versus 52% of moms. In fact, 59% of dads feel that using coupons makes them look cheap, compared to 37% of moms (and 49% of child-free men). Dads are also twice as likely as moms to buy the brands they believe are best, regardless of price (28% versus 13%).
Also, today’s dads prioritize their physical well-being and appearance. Dads name sexuality (No. 6) and confidence (No. 10) among their top values, whereas these don’t crack the top 10 for men without children. In fact, according to Y&R, dads tend to shop the beauty aisle similarly to women without children, with 54% of dads and 51% of single women regularly looking for innovation in personal care products, compared to 45% of moms and 35% of men.
When it comes to millennial dads, they are the most hands-on segment of fathers in terms of shared parenting tasks. A whopping 80% of millennial dads claim primary or shared grocery shopping responsibility, compared to 45% of all dads.
“There is a dramatic shift in a man’s priorities when he becomes a dad, and he is actively looking for resources—from helpful blogs to changing tables in men’s restrooms—to support him in this important role. While there is an abundance of support geared toward moms, there is not much available to dads, and they realize it,” according to the study’s author Kasi Bruno, SVP-strategic planning director, Y&R Toronto.
According to Bruno, dads are “actually more brand loyal than moms, so the brands that act first to meet the needs of dads will be rewarded with their continued purchases for years to come.”