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A new survey shows that millennial dads are more heavily involved in day to day parenting than previous generations.
The research combined qualitative group research with quantitative research of 1,250 UK dads aged 24 to 40. The large majority of the respondents (87%) said that they were involved in day to day parenting duties, including shopping and cooking for the kids.
The study found that dads spend an average of 16% of their salary on their children (excluding childcare). Fathers are spending over £500 per month on activities to entertain their children, including money spent on theme parks, eating out up to six times per month and family cinema trips.
Dads are also making key purchasing decisions for their children, taking full responsibility for buying many items from car seats and clothes to outdoor toys and tablets.
The research also shone a light on the fact that many big brands remain focused on the ‘mum’ market, despite the fact that dads are buying into them, choosing brands such as Duplo, Pampers nappies and Organix snacks.
Han-Son Lee, founder of DaddiLife.com, says: “Changing family structures, dual income households and shared parental leave are challenging stereotypical male roles within families, which means today’s generation of dads are taking a more active role in their children’s upbringing than ever before.
“From taking charge of the weekly shop to buying their kids clothes, millennial dads today carry more financial independence than any other parenting group, and are driving family purchasing decisions, yet the thousands of dads we speak to tell us they still feel largely ignored as consumers. Now is the time for brands to sit up and listen.”