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This Father’s Day weekend, it’s hard not to revel in the shifts in the way that dads are being portrayed around the world. In the Truth About Moms, we found that 6 in 10 moms globally would say that nowadays men are better fathers than they used to be. We can see this sentiment echoed in various ways from Dove’s #realdadmoments campaign to Getty Images’ “Lean In Together” collection. Representations of masculinity are being re-defined throughout culture to celebrate dads.

The ‘Dad Media’ Opportunity
Fathers are more involved in their children’s lives than ever before. Dads are consistently pushing themselves to be the best possible parent, but are frustrated by the fact that they lack the traditional advice channels available to moms. Instead, new dads are turning to their source for all things unknown: the Internet. According to a recent study of American dads conducted by BabyCenter1, 7 in 10 dads are using online resources for parenting-related information.

More than half (58%) of American dads say there is not enough or barely enough dad-focused content online, and 7 in 10 say they wish there was more parenting content available for dads online.1 Consequently, ‘Dad Media’ presents a massive opportunity for brands.

Dads Turn to Mobile
Kids are unpredictable, and the next disaster is always around the corner. So, when fathers look for guidance in an unfamiliar situation it’s no shock that they are going mobile: 6 in 10 are actually using their smartphones most often to seek out parenting advice.1 In the Truth About Connected You we found that mobile devices play a big role in family life. 8 in 10 globally go as far as to say that their mobile device has improved their family life.

Rise of the How-to Video
There are more than 135 million how-to videos on YouTube, addressing every need, whim and question that can be typed (or voice-commanded) into a search bar. New millennial parents are jumping on the how-to bandwagon: baby-related how-to and tutorial searches on Google are quickly multiplying, increasing 23% in the past year alone.2 How-tos are not just for tween makeup tutorials anymore—baby-related searches on YouTube are growing, and viewing time of parenting videos has doubled over the last year.3

Brands can no longer ignore the fact that dads are becoming increasingly involved in parenting. Family dynamics are shifting, and brands have a unique opportunity to lead the conversation. In the Truth About Global Brands we found that 85% of people, globally, believe that brands have the power to make the world better.

So let’s all go out and celebrate dads!

1 BabyCenter, Millennial Dads Study, June 2015. Based on the online population of U.S. males age 18–54 expecting a child or having at least one child age 0–5 years, n=1,250; millennial dads defined as age 18–34, n=583.
2 Google Trends, May 2014 – May 2015, United States. Classification as a “how to” search was based on searches including “how to” and “tutorial” and may not account for every “how to” search on Google.
3 YouTube Data, January–May 2014 and January–May 2015, United States.