Dads disrupted

Our latest 'Forward 50' trends piece looks at how being a father has become more complex amid changing family structures and converging gender roles.

Gender roles: converging
Gender roles: converging

A study by the Pew Research Center reveals that just 41% of families now say that providing an income for children is one of a father's most important responsibilities. A greater proportion (52%) believes that providing emotional support is vital.

Fathers, as well as mothers, feel the stress of balancing work and family. Other Pew Research Center findings show that 56% of working mothers and 50% of working fathers have difficulty juggling their time satisfactorily.

Brands must avoid alienating fathers by focusing too heavily on mothers, or, worse still, relying on outdated notions of masculinity and fatherhood to promote their products.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published