2013 Domestic Dads Study
The Gibbs & Soell Domestic Dads™ Study examined attitudes among fathers about their roles as family caregivers and buyers of home goods, food and beverages, and personal care products. The online poll was conducted by Harris Interactive between April 12 and 16, 2013 among 2,066 adults ages 18 and older, 469 of whom were identified as parents with a child under the age of 18 in the household.
Many American fathers are embracing their dual roles at home as caregiver and household manager, with more than 2 in 5 (43 percent) saying they share equally in acting as a caregiver to their children or other dependents in the home, according to the Domestic Dads Study.
Additional material are available for free and unrestricted use as follows:
- Domestic Dads Study (News Release)
- Domestic Dads Study (Summary Report)
- Domestic Dads Study (Infographic)
Key findings among parents in households with children under the age of 18:
- More than 2 in 5 fathers (43 percent) accept equal responsibility as family caregivers.
- Nearly half (45 percent) of fathers say they are the sole managers of household expenses.
- Almost one-third (32 percent) of fathers feel they share equally and are personally involved in the purchase decisions for buying food and beverages.
- Equal responsibility for the purchase decisions on home goods is accepted by 29 percent of fathers. Home goods include household furnishings and products, housewares and equipment, housekeeping supplies, and small appliances.
- More than one-quarter (26 percent) of fathers say they are equally responsible for the purchase decisions on personal care products to improve the health and hygiene of their family.
“Our research shows a desire among fathers to share responsibilities for the upbringing of their children and the management of their households,” said Greg Sherry, managing director, consumer marketing practice, Gibbs & Soell. “The definition of ‘homemaker’ is changing. Examples include the emergence of mothers who are the primary breadwinners, or fathers who have sole custody of their children. The dynamics of home economics are taking a tectonic shift as the number of fathers directly involved with choices affecting their families’ health and well-being skyrockets. This creates a significant opportunity for innovative brands to fine-tune their messages and campaigns to specifically cater to the distinct needs and viewpoint of today’s domestic dad.”
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