“A good father is one of the most unsung, unpraised, unnoticed, and yet one of the most valuable assets in our society.” — Billy Graham

Just how much do dads sway their family’s purchasing decisions? In both the mundane and monumental decisions (childcare, healthcare, education), how much influence do marketers think dear ol’ dad wields?

On this subject, research reveals that reality and perception rarely align. One reason for the disparity is that today’s fathers are unlike previous generations’ dads. Families have realized, accepted, and adjusted to this new norm, but advertising has yet to comprehend this shift fully.

Here’s a snapshot of today’s father:

  • 21st-century dads spend almost three times as much time caring for the kiddos as their 1965 counterparts.
  • 61% of dads attended a school meeting in the past year.
  • 57% of dads volunteered to help with a special school project or activity in the past year.
  • 75% of dads rank being a father as their most important job.

Research across multiple platforms reveals an 83% uptick in fatherly involvement in the lives of children aged 0-12. So, it’s completely believable that fathers contribute a lot to their children’s purchasing decisions.

But the $64,000 question is this: are marketers aware of this bevy of helpful information? Have they adjusted their advertising campaigns to reflect this shift toward a more active paternal role? To be fair, that is two questions. But the answer to each had better be yes.

Another crucial aspect of effectively marketing to dads is the marketing sector’s current concept of the paternal figure. And dads are none too happy about it. As these troubling statistics indicate, they adamantly dislike how they’re currently portrayed.

  • 74% of U.S. Millennial dads feel advertisers/marketers are out of touch with modern family dynamics.
  • 38% of dads give a thumbs down to how brands portray their role as a parent.
  • 85% of fathers insist they are more in-the-know than people give them credit for.
  • Only 7% of men relate to how today’s media depicts masculinity.

Dads are tired of being overlooked and discounted. Marketers owe it to everyone—the businesses they strategize for and the consumer parents—to get with the program. Clearly, the same ol’, same ol’ tactics aren’t going to cut it. So, what will effectively reaching dads look like in 2023? Check out these tips for making stronger connections with today’s fathers.

Speak their Language –

in the places they frequent. For instance, dads, especially millennial pops, look to technology for all sorts of assistance. They seek info and insights on a plethora of topics—including parenting-related themes—from the ever-popular YouTube. Guys tend to be hands-on, right? What better place to find step-by-step, interactive instructions than the behemoth video-sharing site? Hence, what better place to position targeted, dad-friendly advertisements?

Don’t stuff all dads –

into the same stereotypical box, even one tweaked to look more modern. Appeal to various ages, parenting styles, and employment scenarios when creating marketing aimed at dads.

Beware of parenting-related marketing –

that singles out Mom exclusively. Dads cook, clean, and do laundry. They chauffeur the kids, scope out daycare, and help with homework. By the same token, moms mow the lawn, hire repair people, and wash the car. They practice baseball with the munchkins, purchase sporting equipment, and plan the family vacation.

Worry less –

about portraying dads as Mr. Macho and more about demonstrating that “real men” have feelings and understand the importance of being emotionally available to their children.

Be mindful –

that dads struggle a bit more than moms in gauging their parenting job performance. For instance, only 39% of fathers believe they are doing an excellent job raising their children, versus 51% of mothers. Advertising recognizing dads’ challenges will appeal to fathers striving to be the best parent possible.

You can bet that dads will remember companies whose marketing strategies recognize the vital role dads play. So, scrutinize your campaigns, ad copy, and social media presence for dad-appreciative, dad-supportive, and realistic-dad portrayals. You’ll be glad you did.

This June 18th and every day, ASJ Partners salutes the hard-working fathers who prioritize their family’s needs. Our experienced marketing pros can help your recruiting and staffing agency do the same. Demonstrate awareness of who today’s dads are and how to reach them with employment opportunities that meet their unique needs and skillsets. Let us help your agency Sell More, Win More, Grow More, and Be Found More.