With Father’s Day right around the corner, it’s time to put
the spotlight on Dads – even though we know a lot of you Dads prefer to work
behind the scenes!
Fathers are a unique and often overlooked demographic.
Recently, MDG Advertising conducted a study that revealed fatherhood has a huge
impact on brand engagement, and many advertisers remain in the dark about this
untapped market.
“It’s clear that when a man becomes
a father, he experiences a shift in what’s important to him, which shifts the
context of his decision making,” said Anthony Del Gigante, director of brand at
MDG. New dads, for instance, tend to make changes to their brand preferences by
favoring products they perceive as “more responsible,” like switching to healthier
foods or more environmentally friendly cleaning products. In the study, 41
percent of dads said they switched brands upon becoming a parent.
There’s a longstanding notion that women are the
“gatekeepers” of decisions around the house, said Ruth Bernstein, co-founder
and CEO of Yard NYC, adding that the perception is outdated. Women are not
necessarily the primary or final decision makers—72 percent of respondents said
fathers have shopping responsibilities for the home.
If you’d liked to dive deeper, check out the full article over at AdWeek.
______________________________________________________________
Thanks for reading!
Enjoyed this article? Sign up for The Summit - our monthly Newsletter.
Say Hello On: Instagram | Facebook | Twitter | LinkedIn | YouTube