Last week saw the unveiling of Initiative’s latest major research project, millennial dads, in which we spoke to fathers from around the world who are aged 25-34. The study was a follow up from our 2014 millennial’s project, which looked at the behaviours, attitudes and shopping habits of the age group in general.
Dads today are redefining fatherhood
A closer look at millennial dads showed fatherhood brings with it a new lease of life and a greater sense of optimism. In fact the study shows that millennial dads are redefining fatherhood.
Enthusiastic, hands-on, confident and financially stable; they are an exciting and lucrative audience and brands should be tailoring their advertising in a way that will appeal to these characteristics.
This redefined group sees fatherhood as an opportunity to ‘knuckle down’ and refocus, which in turn leads to a change in priorities.
What our study revealed
70% of millennial dads believe they now have more choice about how they live their lives.
- Interestingly, millennial dads are more likely than both non-parents and millennial mums to believe that women have the same opportunities as men (67%), which may indicate they see their roles in the family as more equal.
- Fatherhood shifts how they shop – millennial dads are more ‘active’ and savvy shoppers who seek out more information about household goods.
- 45% of millennial dads say brands play an important role in their lives compared to 39% of their counterparts that haven’t become fathers.
- They are significantly more likely to recommend brands (65%) than their non-dad (56%) and mum (60%) counterparts.
- More socially conscious, millennial dads are more likely to engage with brands which donate to a good cause.
- Ownership of devices is higher than amongst all millennials. 62% of dads own three or more devices and 82% of Millennial dads own a smartphone – and it’s the first port of call when researching products.
Dads are positive the world over
We discovered a stark contrast in how parenthood affects millennial mums vs dads. Mums were shown to have a greater sense of anxiety than dads, who came across as more confident about their financial situation and displayed a more optimistic approach to life.
Overall, the story for millennial dads was overwhelmingly positive; and interestingly, this was a global trait – showing that millennials are redefining fatherhood all over the world.
For more information about our study on millennials dads and mums, please contact:
Research Director, G14