Category
Lifestyle
Poultry Platforms
Trend cluster
Category
Empathetic
Fatherhood
Brands demonstrate understanding of the complex emotions around fatherhood.
3.9
Trend score
Trend
What is the Empathetic Fatherhood trend?
Empathetic Fatherhood: Taking a more genuine stance on marketing to men, brands are winning back the trust and loyalty of male viewers by acknowledging their humanity, rather than enforcing the overplayed macho stereotype. Particularly when taking into account new fathers and all of the complexities this new stage in life entails, male-targeted marketing is starting to take on a much more personable approach, demonstrating empathy and understanding that resonates with the modern male demographic.
Trend themes
Themes within the Empathetic Fatherhood trend
Three behaviours holding the trend together01
Empathetic Marketing to Men
Brands acknowledging the humanity of men, particularly fathers, in their marketing approach.
02
Humorous and Sentimental Dad-Centered Advertising
Brands celebrating fatherhood in creative and meaningful ways through ads and campaigns.
03
Importance of Father's Involvement
PSAs and campaigns promoting the significance of a father's involvement in their child's life.
Industry implications
What the Empathetic Fatherhood trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
A realignment of marketing focus towards more personalized, empathetic approaches that target various types of people.
For
Fatherhood and Parenting
The intersection between fatherhood, parenting, and how brands fit in.
For
Social Issues and PSA Campaigns
Campaigns raising awareness on social issues and sparking important conversations.
Workshop question
What key messages are you conveying to your consumer to demonstrate that you understand them?
Trend signals
Trend signals for Empathetic Fatherhood
Trend score 3.9 out of 10, from popularity 74%, activity 35%, freshness 8%.
Popularity74%
Activity35%
Freshness8%
Audience
90%Men
10%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Empathetic Fatherhood trend
5 featured examples from Aug 22, 2016 to Feb 9, 2018CategoryMarketing
Dad Joke Ad Campaigns
These Humorous PSAs Highlight the Importance of a Father's Involvement
Opportunities for advertising agencies to create campaigns with a unique twist that humorously highlights important social issues.
CategoryMarketing
Sentimental Razor Ads
This Gillette Ad Features an NFL Player and his Father
CPG companies can use emotional advertising to connect with their customers and drive brand loyalty.
CategoryLifestyle
Deceptive Father's Day Campaigns
Gillette's 'Go Ask Dad' Ad Celebrates the Father-Son Relationship
Exploring new apps, tools, and technologies that promote meaningful father-son interactions.
CategoryFashion
Dad-Centered Boxer Brief Ads
Bonds Shows Men Humorously Reminiscing on Their Pre-Baby Bodies
Underwear companies can benefit from creative marketing campaigns that challenge traditional notions of masculinity and appeal to a wider range of consumers.
CategoryMarketing
Dad-Celebrating Grocer Ads
This Tesco Father’s Day Campaign is Appreciative and Sentimental
The grocery industry and other retailers can use emotional advertising to connect with their customers on a deeper level.
