They are more optimistic about the general economic situation and their own finances, willing to spend more without getting lost in tedious price comparisons and, above all, are becoming increasingly involved in shopping for the home, including that concerning their children: they are the “new fathers “, those of the Millennial generations, between 25 and 34 years of age. An audience, according to marketing research, which is decidedly interesting, especially for the premium segment, because they more easily allow themselves to be persuaded to spend more, are influenced by the brand and tend where possible to purchase online. So the industry and retailers should start looking more attentively at this target, also for products, such as those for children for example, traditionally considered “mum-centric”. And they would do well to develop effective multi-channel strategies to intercept them.
A survey by Initiative on Millennial dads (from which the infographic below is derived) shows some interesting data. 45% of “new dads” think that brands play an important role in their lives (compared to 39% of men without children), so much so as to be inclined to recommend them (65% of them do, compared to 56% of non-dads and 60% of mums). They are hyper-connected, more than any other group: 62% have three or more devices, and 82% have a smartphone, from which they carry out most of the product research. The young fathers are also sensitive to corporate social responsibility, and are optimistic about the future: 62% think that companies have the potential to do good, and 58% feel more loyal towards brands that prove they have implemented positive initiatives for society. We are talking about a group that in the near future will constitute the majority of families with children, and whose influence is thus expected to increase.
The survey was carried out by interviews with over 5,000 dads in the range 25 to 34 years of age in 19 countries, including Italy.
