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21st Century Dads
Time to engage.
Most dads are pretty hands on nowadays, whether they
stay-at-home or work full time.
However, a recent survey* reported that 80% of dads
think that baby brands and retailers value mums far
more in their marketing.
Here we provide the latest stats showing an upward
trend of engaged dads and the platforms that are
connecting to them.
*Hippychick, nursery trade distributor 2016
21st century dads are more engaged and equipped to
contribute to a family's emotional, as well as financial
needs. WGSN 2015
Dads spend 50%
more time with
their kids online, are
50% more likely to
take the kids to
movies, the theatre,
sporting events or
concerts.
Yahoo (2012)
Dads now have complete or partial responsibility for…
55% more likely than
previous generation to
do household shop.
52% take equal
responsibility for what
their baby will wear.
31% bedtime.
28% bathtime.
20% healthcare.
25% are their child’s
primary care giver.
Babycentre 2015
91% of dads feel under pressure to be ‘perfect’, attempting
to find that elusive work/life balance. Babycentre 2015
Image source: theselfstyledlife.wordpress.com / Instagram
45% say it’s hard to
meet their own
expectations at
work and at home.
Babycentre 2015
The number of stay-at-home dads has more than
doubled in 20 years, rising to 229,000 in 2014, from
111,000 in 1993. Office of National Statistics, 2014
The number of
hours spent actively
parenting by
fathers has tripled
since 1985. Pew Research
Centre, 2013
Image source: Huffington Post
Stay-at-home dads are active advocates of co-
parenting and shared responsibilities. WGSN 2015
And their online
support networks and
advocates are
growing with them.
Image source: slowmama.com
Mumsnet’s established Dad bloggers are growing in
influence and reach. Albeit still only 5% of the network,
they are rising fast.
One British father of four
opening up online about
parenthood is Simon
Hooper.
His Instagram account
@father_of_daughters
gained 22k followers in the
first three months.
He now has 31.6k.
Image source: Simon Hooper Instagram
Al Ferguson set up The Dad Network, combining a blogging
website, membership group and YouTube channel to,
‘Offer dads an alternative to those who believe that being dad
is more than just babysitting the kids to give mum a break.’
36,000 page views / month
24,000 unique views
30,000 social media reach
5,100 mailing list
2,000 Dad Network Group
750 blogger networks
‘I feel passionately about The Dad Network offering
dads a real, honest account of fatherhood, that isn’t in
textbook speak but is gripping and shows how tough
yet rewarding fatherhood can be. We want dads to be
celebrated, to be cherished and to be supported.’ Al
Ferguson
I absolutely love this page. To
know that I am not alone in
some of my most silly, funny,
as well as darkest thoughts of
parenthood is an indescribable
comfort.
Steve Dadds
Dad Network Member
‘I wanted a place to share my experiences of
a being a dad and maybe one day my
children will look back and read this blog
with happy and fond memories of me.
One of the aims of this blog is to help
people with their DIY needs. You can expect
to find tutorials, tips and more.’
‘The core aim of this site is to enable you and your
family to save money, increase your income and
manage your finances with easy to digest,
actionable information. If you are looking to save
money, this site is for you. If you want to increase
your income, this site is for you. If you want a better,
more financially secure life for your family, this site
is for you.’
This blog’s about my experiences as a father, my
increasingly nostalgic reflections and other random
stuff that interests me from time to time.
‘This stay-at-home dad blog is to share my
experience of being a dad in a mums world
and raising a girl outside the gender
stereotypes of the pink aisle.’
Stay-at-home dad blog, chronicling the fun
and games of a geek father, his fan girl
daughter, and their ongoing struggle against
pinkification.
the⋅dad⋅ven⋅ture –noun.
‘A journey taken by a father who loves his
family and wants to share the experience of life
with his family while seeking out new amazing
things to try.’
‘I write and blog about parenting, fatherhood,
family life, days out, travel, equalities, men's
style and grooming, travel and a host of other
lifestyle subjects.’
‘I started my blog because I wanted to start
talking about fatherhood, family-life and my
experiences. Joining in and starting
conversations has helped me prepare and deal
with parenting more than I ever imagined.’
‘I've been writing Diary of the Dad since
2010 and it's gone from a small hobby to
my full-time job. I still have the same
enthusiasm for this blog as I did when I
wrote my first post and hope you enjoy
reading my musings as much as I do writing
them.’
‘I used to be a bit rubbish at blogging but since
my entire office get massive doses of what the
little'uns get up to, I thought it was time to blog.
That was over 5 years ago...’
‘We’re not trying to be clever here, we do pretty
much what it looks like – I (David), assisted by wife
Suzanne, editor-at-small toddler George and even
smaller editor Edith (ok, she doesn’t do much yet)
find cool items for kids at Junior Hipster and we write
about them! That’s all you really need to know about
us.’
A place to share the highs and lows of family
life from a single, stay at home dads
perspective. The aim still remains the same: to
document our life together and to show that
education doesn't need to be 9 - 5 Monday
to Friday. You will find posts on lifestyle and
parenting, recipes and education tips and
guides.’
‘A collation of my thoughts covering
things that excite and frustrate, please and
infuriate me, and anything else that I feel
like sharing. I’m not looking for sympathy
because my life is pretty sweet.
Dad blogs
A growing trend
Julie Michaelson, BabyCentre 2015.
“When Millennial men become dads, they want to
know how to decorate a nursery, how to wear a
baby. Brands need to help these dads feel like they’re
doing a good job of parenting, supporting them in
their desire to do-it-all.
Companies who do this well will not only earn dad’s
engagement and loyalty; they stand a good chance
of earning mum’s respect, too.”
Source: blog.hreonline.com
CAN VISTA HELP YOU BETTER
CONNECT TO DADS?
jpd@thevistavillage.com
01295 369 182
@VistaMums
VistaPR
Vista_pr
Vista Public Relations
www.thevistavillage.com

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Connecting to Dads

  • 2. Most dads are pretty hands on nowadays, whether they stay-at-home or work full time. However, a recent survey* reported that 80% of dads think that baby brands and retailers value mums far more in their marketing. Here we provide the latest stats showing an upward trend of engaged dads and the platforms that are connecting to them. *Hippychick, nursery trade distributor 2016
  • 3. 21st century dads are more engaged and equipped to contribute to a family's emotional, as well as financial needs. WGSN 2015 Dads spend 50% more time with their kids online, are 50% more likely to take the kids to movies, the theatre, sporting events or concerts. Yahoo (2012)
  • 4. Dads now have complete or partial responsibility for… 55% more likely than previous generation to do household shop. 52% take equal responsibility for what their baby will wear. 31% bedtime. 28% bathtime. 20% healthcare. 25% are their child’s primary care giver. Babycentre 2015
  • 5. 91% of dads feel under pressure to be ‘perfect’, attempting to find that elusive work/life balance. Babycentre 2015 Image source: theselfstyledlife.wordpress.com / Instagram 45% say it’s hard to meet their own expectations at work and at home. Babycentre 2015
  • 6. The number of stay-at-home dads has more than doubled in 20 years, rising to 229,000 in 2014, from 111,000 in 1993. Office of National Statistics, 2014 The number of hours spent actively parenting by fathers has tripled since 1985. Pew Research Centre, 2013 Image source: Huffington Post
  • 7. Stay-at-home dads are active advocates of co- parenting and shared responsibilities. WGSN 2015 And their online support networks and advocates are growing with them. Image source: slowmama.com
  • 8. Mumsnet’s established Dad bloggers are growing in influence and reach. Albeit still only 5% of the network, they are rising fast. One British father of four opening up online about parenthood is Simon Hooper. His Instagram account @father_of_daughters gained 22k followers in the first three months. He now has 31.6k. Image source: Simon Hooper Instagram
  • 9. Al Ferguson set up The Dad Network, combining a blogging website, membership group and YouTube channel to, ‘Offer dads an alternative to those who believe that being dad is more than just babysitting the kids to give mum a break.’ 36,000 page views / month 24,000 unique views 30,000 social media reach 5,100 mailing list 2,000 Dad Network Group 750 blogger networks
  • 10. ‘I feel passionately about The Dad Network offering dads a real, honest account of fatherhood, that isn’t in textbook speak but is gripping and shows how tough yet rewarding fatherhood can be. We want dads to be celebrated, to be cherished and to be supported.’ Al Ferguson I absolutely love this page. To know that I am not alone in some of my most silly, funny, as well as darkest thoughts of parenthood is an indescribable comfort. Steve Dadds Dad Network Member
  • 11. ‘I wanted a place to share my experiences of a being a dad and maybe one day my children will look back and read this blog with happy and fond memories of me. One of the aims of this blog is to help people with their DIY needs. You can expect to find tutorials, tips and more.’ ‘The core aim of this site is to enable you and your family to save money, increase your income and manage your finances with easy to digest, actionable information. If you are looking to save money, this site is for you. If you want to increase your income, this site is for you. If you want a better, more financially secure life for your family, this site is for you.’ This blog’s about my experiences as a father, my increasingly nostalgic reflections and other random stuff that interests me from time to time. ‘This stay-at-home dad blog is to share my experience of being a dad in a mums world and raising a girl outside the gender stereotypes of the pink aisle.’ Stay-at-home dad blog, chronicling the fun and games of a geek father, his fan girl daughter, and their ongoing struggle against pinkification. the⋅dad⋅ven⋅ture –noun. ‘A journey taken by a father who loves his family and wants to share the experience of life with his family while seeking out new amazing things to try.’ ‘I write and blog about parenting, fatherhood, family life, days out, travel, equalities, men's style and grooming, travel and a host of other lifestyle subjects.’ ‘I started my blog because I wanted to start talking about fatherhood, family-life and my experiences. Joining in and starting conversations has helped me prepare and deal with parenting more than I ever imagined.’ ‘I've been writing Diary of the Dad since 2010 and it's gone from a small hobby to my full-time job. I still have the same enthusiasm for this blog as I did when I wrote my first post and hope you enjoy reading my musings as much as I do writing them.’ ‘I used to be a bit rubbish at blogging but since my entire office get massive doses of what the little'uns get up to, I thought it was time to blog. That was over 5 years ago...’ ‘We’re not trying to be clever here, we do pretty much what it looks like – I (David), assisted by wife Suzanne, editor-at-small toddler George and even smaller editor Edith (ok, she doesn’t do much yet) find cool items for kids at Junior Hipster and we write about them! That’s all you really need to know about us.’ A place to share the highs and lows of family life from a single, stay at home dads perspective. The aim still remains the same: to document our life together and to show that education doesn't need to be 9 - 5 Monday to Friday. You will find posts on lifestyle and parenting, recipes and education tips and guides.’ ‘A collation of my thoughts covering things that excite and frustrate, please and infuriate me, and anything else that I feel like sharing. I’m not looking for sympathy because my life is pretty sweet. Dad blogs A growing trend
  • 12. Julie Michaelson, BabyCentre 2015. “When Millennial men become dads, they want to know how to decorate a nursery, how to wear a baby. Brands need to help these dads feel like they’re doing a good job of parenting, supporting them in their desire to do-it-all. Companies who do this well will not only earn dad’s engagement and loyalty; they stand a good chance of earning mum’s respect, too.” Source: blog.hreonline.com
  • 13. CAN VISTA HELP YOU BETTER CONNECT TO DADS? jpd@thevistavillage.com 01295 369 182 @VistaMums VistaPR Vista_pr Vista Public Relations www.thevistavillage.com