# Empathetic Fatherhood Brands demonstrate understanding of the complex emotions around fatherhood. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published Jun 15, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/empathetic-fatherhood ## Key Figures - Trend score: 3.9/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 22, 2016 to Feb 9, 2018 - Published: Jun 15, 2017 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Empathetic Fatherhood trend ### Empathetic Marketing to Men Brands acknowledging the humanity of men, particularly fathers, in their marketing approach. ### Humorous and Sentimental Dad-Centered Advertising Brands celebrating fatherhood in creative and meaningful ways through ads and campaigns. ### Importance of Father's Involvement PSAs and campaigns promoting the significance of a father's involvement in their child's life. ## What the Empathetic Fatherhood trend means for industry ### For 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 for Empathetic Fatherhood Trend score 3.9 out of 10, from popularity 74%, activity 35%, freshness 8%. - Popularity: 74% - Activity: 35% - Freshness: 8% ## Examples of the Empathetic Fatherhood trend 5 featured examples from Aug 22, 2016 to Feb 9, 2018. - [Dad Joke Ad Campaigns](https://www.trendhunter.com/trends/dad-joke-ad-campaign): These Humorous PSAs Highlight the Importance of a Father's Involvement (Category: Marketing) Implication: Opportunities for advertising agencies to create campaigns with a unique twist that humorously highlights important social issues. - [Sentimental Razor Ads](https://www.trendhunter.com/trends/gillette-ad): This Gillette Ad Features an NFL Player and his Father (Category: Marketing) Implication: CPG companies can use emotional advertising to connect with their customers and drive brand loyalty. - [Deceptive Father's Day Campaigns](https://www.trendhunter.com/trends/go-ask-dad): Gillette's 'Go Ask Dad' Ad Celebrates the Father-Son Relationship (Category: Lifestyle) Implication: Exploring new apps, tools, and technologies that promote meaningful father-son interactions. - [Dad-Centered Boxer Brief Ads](https://www.trendhunter.com/trends/boxer-brief): Bonds Shows Men Humorously Reminiscing on Their Pre-Baby Bodies (Category: Fashion) Implication: Underwear companies can benefit from creative marketing campaigns that challenge traditional notions of masculinity and appeal to a wider range of consumers. - [Dad-Celebrating Grocer Ads](https://www.trendhunter.com/trends/tesco-fathers-day): This Tesco Father’s Day Campaign is Appreciative and Sentimental (Category: Marketing) Implication: The grocery industry and other retailers can use emotional advertising to connect with their customers on a deeper level. ## Recent trend clusters - [Poultry Platforms](https://www.trendhunter.com/protrends/poultry-platforms) (Lifestyle) - [Frictionless Protein](https://www.trendhunter.com/protrends/frictionless-protein) (Lifestyle) - [Occasion Candy](https://www.trendhunter.com/protrends/occasion-candy) (Lifestyle) - [Protein Personalization](https://www.trendhunter.com/protrends/protein-personalization) (Lifestyle) ## Trending in Lifestyle - [Food-Powered Sonic Branding](https://www.trendhunter.com/trends/food-powered-sonic-branding) - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Weighted Overhead Sleep Pillows](https://www.trendhunter.com/trends/sleep-crown-classic-trends) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)