Category Archives: dads


We’ve moved into the second-biggest retail season of the year: back to school. (BTS)

The two key factors in purchase decisions are students’ desire to look “cool” and discounts.

What started last year has really geared up now: location-based messages so deals pop up when you’re in the store – sometimes in a specific section of the store – in real-time.

Saving money is a big deal considering the average household spends more than $600 on back to school. But don’t let dad shop: he’ll spend 37% more than mom.

Unlocking parenting mysteries

Next-gen dads continue to surprise and delight.

Recent data indicates that more millennial dads than moms watch parenting videos on YouTube.

Of course, online is only one and many sources of information for multi-platform millennials, but it’s still a positive that moms and dads want to learn how to effectively parent.

Life ready?

The uncertain and unstable times are hitting parents at the core.

In some previous generations, putting up a protective wall was the smart approach to keeping children safe. Now, there appears to be a shift toward exposing kids to more situations. Some moms and dad hope their kids learn to think fast and handle issues, simply because so much is spinning out of control.

The challenge is to find that zone between keeping a child safe and fostering independence.

Dad plays Barbie, too

Dad-engagement in children’s play started to break through in a big way several years ago, but Mattel’s “You Can Be Anything” campaign was still a pleasant surprise.

“Real” dads are shown playing Barbie with their “real” daughters.
You might have seen the ads: scenarios show dads actively involved in make-believe play.

What a healthy reflection of the positive changes reflected among today’s Next Gen dads.


Are you overwhelmed yet by all the “Dadvertising” that’s appearing in the sport space?

Although moms remain primary caregivers, today’s Next Gen Dads are playing a bigger role in the family. Dads are no longer absent from the parenting process, at least that’s the conclusion after watching all the father-friendly advertising wrapped around recent sport broadcasts.

New ads show dads as supportive partners in child-rearing.

If dads haven’t caught onto the importance of that role in realtime, we can only hope they’re embracing the ad messaging…and playing dress-up with their daughters after the basketball game.

Family time guaranteed

It sounds counterintuitive, but increasing numbers of moms and dads are using tech to get more family time.

Want more bonding time? Set a reminder to leave work on time.

Need more time as a family unit? Use apps to find tech-free activities and child-friendly attractions.

Need an accountability partner? Set up text reminders with another parent.

Millennial wave hits

We’re on the edge of the Millennial parenting wave.

As 18-35 year olds become moms and dads, will they substitute soup at home for Friday night Happy Hour? Save to buy a car (really!) instead of spending a bonus check on luxe travel?

Although the age of first marriage and childbirth is going up, having a baby is still a major life event. Soon we’ll see what shock waves that creates for Millennials (and the rest of us.)