Jun 11, 2018
New data reveals how the priorities and values of fathers have shifted over the last decade.
Dads today, by their own admission, are much more active in family life than fathers of a previous generation. They take on more parental duties and search for more ways to improve their parenting skills. They are also more stressed out, feeling pressure to balance work and family obligations.
Adding to their frustration: they say the portrayal of dads in advertising and media is unrealistic.
These insights come from a recent survey of fathers, conducted by Viacom’s Marketing and Partner Insights (MPI) team. The study—which builds on data collected as part of a study by Viacom/Spike in 2006—paints a picture of the priorities and values of dads that are not only starkly different than portrayed in most pop culture, but also changing in real time across gender and generations.
For brands, the great news is that dads are open to your messages. In fact, 9 out of 10 dads told us they appreciate brands that recognize the complexity of navigating parenthood today. But, our survey data indicates that most ads fail to do just that—that brands aren’t capturing the nuances of modern parenthood and connecting with their target audience.
To get a better picture of the habits and feelings of today’s fathers, here are three ways that the role of dads has changed over the last decade.