Analysis on U.S. Millennial Dads Highlights Current trends and Changing Attitudes toward Fatherhood in 2017

The new generation of millennial dads are playing a big role at home in U.S. They strive to be perfect fathers, influence purchase decisions, and for them kids come first and chores are a distant second. Recently, a new study titled “U.S. Millennial Dads- August 2017” has been broadcasted to the vast portfolio of Market Research Hub (MRH). The study deeply analyzes the U.S. market, where an estimated Millennial Dads population is 22 million, aged 23-40. The research presents consumer survey data, covering the current market scenario with issues and opportunities present in the market.

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Millennial dads are more involved in the day-to-day of childcare than any generation before them. With the high expectation of being a “perfect dad,” Millennials are aiming to be more knowledgeable and prepared when it comes to parenting. It has been analyzed that the majority of the millennial dad's population has kids under the age of 12, although a growing number are seeing their kids enter their tween/teen years. According to a research, more than half of the millennial men are fathers, and 49 percent of millennial dads play a major role in planning play dates and other activities for their kids. In contrast, only 23 percent of fathers over the age of 35 plan activities for their children.

The report firstly serves the details on the market issues & opportunities that are impacting the market positively as well as negatively. In U.S., parenting partner is the number one resource for millennial dads. In the present market, nearly all millennial dads feel involved in the parenting process. As this young group becomes fathers, they are taking a different path than the generations before them, balancing their desire to provide for the household with their desire to spend quality time with their families. Also, Father’s Day gives brands a chance to celebrate dads.

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Moreover, the research finds some of the factors influencing families, such as married dads are likely working outside of the home, while moms’ time shifts toward paid work and dad’s house work. Some of the key trends present in the market include that brands are showing love for father’s day, Dove gives dads the mom treatment, Stay-at-home dads aren’t necessarily Mr. Mom, father’s day gifts may leave dads wanting more; paternity leave may be available, but not taken.

The report further also adds that Millennial Dads connect through technology. YouTube is go-to for millennial dads. At present, stay-at-home dads lack a social network. The overall market is analyzed by dad resources, which are categorized into younger and older Millennials, by household income, number of children in the household and Hispanic origin. As per consumer’s perspective, spouse partnership becomes increasingly important as the family grows, therefore spouses/partners earn the top spot as a valuable resource.

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