Brands Marketing to Dads
The purchasing power of mothers as CEO’s of the household has long been recognized by companies targeting families with their products and services. We are starting to see that brands are 
recognizing that fathers are taking a much more active role in managing the home front, childcare, and nurturing families. Dads are more involved in household tasks and purchase decisions according to the study Digital Dads: I’m Not a Sub segment produced by Yahoo, Hunter Qualitative Research, and DB5. Also according the study:
- 51% are responsible for grocery shopping
- 41% are responsible for the laundry
- 40% are responsible for the house cleaning
- 39% are responsible for the cooking
- 60% for CPG products (Consumer Packaged Goods)
- 55% for personal care products
- 54% for home goods
- 43% for child and baby products
Some companies that are listening to consumers, and even more importantly reacting to them, are Yoplait’s Go-Gurt , Kellogg’s Frosted Flakes, and Hanes. As a modern dad I’m curious to see what other brands will recognize the market truth that fathers are increasingly making the purchasing decisions. Be sure to let us know your thoughts on this article below!