February 12-13, 2019

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Move Over Mum, Dads Also Deserve our Attention: Rebalancing the Gender Focus

Room 1 | 10:00-10:30 | Tuesday, February 12, 2019

We believe it is time to put the spotlight on dad and examine his role in today’s “modern family.” In a joint presentation, Premier Foods and ONE-MS will review how the role of dad has undergone a significant shift over the last few years and whilst mum may buy lots of products in grocery, she is not the only shopper. Men account for 50 percent of all consumption and have significant buying power.

Our paper tackles the question:
Are marketers guilty of casual sexism when it comes to the role of dad in the household, overlooking him in the assumption that mum is chief shopper and meal maker?

We combine both panel data and bespoke qualitative research to bust myths that grocery shopping and meal making is the sole preserve of women.

Our paper considers dad’s role from within a myriad of different family types including single dads, careerists and stay-at-home dads. Using both an online hub and face-to-face family encounters, we cover topics ranging from values and goals of dad, their role in the family and their reactions to gender stereotyping in advertising. Do they feel understood or feel like token inclusions in an advertisers’ cliché? We isolate which brands genuinely “get” today’s modern dad.

Our paper will be visually impactful: we will bring modern dad to life with Vox pops and photographic content, seeing marketing content through his eyes. Moreover, we share key metrics to demonstrate how winning the hearts and minds of dads genuinely leads to commercial success.

Presentation type:

  • Research Report

Subjects covered:

  • Ethnographic/observational research


  1. Are marketers writing sufficiently inclusive research briefs?
  2. Do marketers recognize the purchasing potential of men?
  3. Are marketers acknowledging the reality of modern families in advertising?


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