Who are “Millennial Dads”?
Millennials are one of the most highly researched and studied consumer groups in history; with nearly 100 million millennials and a spending power of $200B, brands should try to stay relevant to this consumer group. Interestingly, millennial behavior has changed as millennials have aged. Millennials today are between the ages of 24 and 38, and we’re seeing some of the biggest changes in behavior with Millennial Dads.
Why do they matter?
Dads are becoming much more involved in raising their children; according to the Pew Research Center, since 1965, fathers across the U.S. have tripled their time spent with their kids. Another Pew analysis of U.S. Census Bureau data shows the number of stay-at-home dads doubling in the last two decades. One of the biggest differences we see is that often Millennial Dads feel like “Super Dad” when they are spending time with their kids and family. Finding work-life balance is important to Millennial Dads, with more than half finding this challenging.
Top 10 Things to Know About Millennial Dads
1. 86% turn to YouTube for guidance on key parenting topics
2. 59% use their smartphone when searching for parenting information
3. 58% place family before work, most of the time
4. 1 in 3 dads says he is overwhelmed
5. More than half of dads are involved in shopping for groceries, personal care and baby products.
6. Compared to 50 years ago, millennial dads are spending nearly triple the time on child care
7. 52% find work-life balance challenging
8. 57% say parenting is important to their identity
9. 48% say that they spend too little time with their kids
10. 1 in 5 Millennial Dads handles everything from carpools to coordinating playdates
So, how can you reach the Millennial Dad?
Dads connect with brands that offer more products or services that will give them more time with their kids – whether it’s a product they use with their kids, or something that frees up their time so they have more time to spend with their kids. Emphasizing the experience of spending time with their kids and their family will help them connect with a brand. It is important to avoid stereotypical gender roles in advertising.
Content Millennial Dads are Looking for:
• 7 in 10 want parenting tips and tricks
• 6 in 10 look for answers for specific parenting questions
• 5 in 10 want to learn about others experiences
In an article by AdWeek, Alissa Fleck talks about how fathers are tired of seeing “doofus dads” in advertising. In a recent study conducted by MDG Advertising, it was found that dads do not like the way they are portrayed, especially millennial fathers. According to the study, 74% of U.S. Millennial Dads think advertisers and marketers do not understand modern family dynamics.
– 86% of Millennial Dads turn to YouTube for guidance on key parenting topics. Don’t assume that you are only talking to mom when you’re marketing to Millennial Parents.
– 75% of Millennial Parents say they have continued to pursue their personal passions since having children. Don’t reduce millennials to parenting alone.
– 3 in 4 Millennial Parents are open to videos by brands or companies on YouTube when seeking guidance on parenting topics. Be there for young parents when they are looking for help.
Brands Who Get Millennial Dads
Who has mastered the art of marketing to Millennial Dads? A recent article by MDG Advertising, explores 10 Brands That Get Modern Fathers. Here’s our top 3:
1. Delta: To All the Pilots on the Ground
Delta connected its audience with a nearly-universal moment between dads and their kids: the “airplane ride.” Ingenious! Not only does almost everyone know what an “airplane ride” is, but it smartly connects the airline with a dad activity for a great Father’s Day message. The final message perfectly drives the point home: “To all the pilots on the ground: Happy Father’s Day.”
2. Gillette: This Father’s Day, Go Ask Dad
The Internet is so easily accessible today that kids are turning to searching the web for answers to questions like “how to tie a tie” or “how to shave.” This ad shows what happens when sons ask their dads instead. It is such a simple, yet powerful concept that connects the growing use of technology and the lack of knowledge being passed on from parents.
3. Travelers Insurance: Growing Up
The importance of family and home is effectively communicated through this ad with a father taking his daughter through all the important milestones in life. Travelers was able to portray its brand message, the value of family and home insurance, in a subtle way that also pulls those heartstrings.
To learn more about Martino Flynn’s consumer research capabilities, contact us at 585.421.0100.