By Douglas Karr for MarTech
When it comes to analysing the beliefs and purchasing habits of different consumer groups, marketers tend to overlook dads. Many assume that men who are dads have similar habits to those who aren’t dads, or they use outdated stereotypes of fathers when crafting their messaging.
However, today’s fathers have well-defined beliefs about their roles, distinct purchasing behaviors, and are digitally savvy.
Key amongst these findings is the impact of fatherhood on purchase behavior and brand affinity:
- 44% of fathers changed food/beverage/grocery brands
- 42% of fathers changed household cleaning products
- 36% of fathers changed personal care products
- 27% of fathers changed financial products
In honour of Father’s Day, MDG Advertising has created a new infographic that shows which behaviours and statistics brands should consider when developing products and services geared toward dads:
- Dads do not like how they are portrayed
- Dads see fatherhood as important and rewarding
- Many dads don’t think they devote enough time to fatherhood
- Dads make important—and different—purchase decisions
- Digital and mobile are essential for younger dads