How To Market to Dads in 2025: What Brands Need To Know 

Key takeaways: 

• Modern dads are highly involved in childcare and household decisions, so they’re an important group for marketers in 2025.  
• Successful campaigns reflect authentic, diverse fatherhood experiences and avoid outdated stereotypes.  
• Brands that speak to dads on an emotional level, know how to reach them online, and understand what they care about will make the strongest impact.  

Marketing to dads shouldn’t be limited to just one time of the year. The modern dad is active, involved, and influencing more household and purchasing decisions than ever before, and yet many brands still rely on outdated assumptions and seasonal-only strategies.  

Let’s look at the numbers. According to a 2023 study by Pew Research, dads now represent 18% of stay-at-home parents, up from 11% in 1989. Millennial dads are especially engaged, spending three times more hours per week on childcare than dads in the 1960s. And 57% say being a father is central to their identity, on par with moms.  

The takeaway? If you’re only marketing to dads once a year in June, you’re missing out. Consistent, thoughtful campaigns that recognize the evolving role of dads can unlock year-round engagement, loyalty, and relevance with this increasingly influential audience.  

The rise of the modern dad  

Understanding the modern father is important for any brand looking to stay relevant in today’s consumer landscape. As cultural norms shift and parenting roles evolve, dads are stepping into more visible, influential positions within the household, and marketers need to catch up.  

Breaking out of traditional stereotypes  

The modern dad is no longer a background character in parenting or household decisions. Today, he’s an involved parent, a shared decision-maker, and an emotional anchor in the family. Brands that cling to outdated tropes, like the bumbling dad or the uninvolved father, risk alienating a growing segment of consumers who expect representation and respect.  

Data on fatherhood involvement  

According to Yahoo’s article, nearly 63% of American dads say they spend more time with their children than their fathers did—and 37% consider that increase a significant generational shift. Over 60% reported being the primary grocery shopper, and 55% regularly researched household purchases. These shifts redefine who dads are, and why marketers can’t afford to overlook them.  

Why dads matter more in purchase decisions today  

Dads increasingly influence spending decisions across verticals, from tech and travel to personal care and childcare. They’re not just buying for themselves but for the household. Ignoring them in campaigns means missing the mark on a high-intent, often brand-loyal consumer segment.  

What do dads care about in 2025?  

To connect meaningfully with dads, brands must go beyond demographics and tap into what truly matters to them. In 2025, fathers are driven by personal values, practical concerns, and digital behaviors, shaping how they engage with content and purchase decisions.  

Priorities: Family, finances, flexibility  

Modern dads prioritize family well-being, financial stability, and work-life balance. Brands that show empathy for these pressures and values—rather than just pushing products—are more likely to earn trust and engagement.  

Media habits and digital preferences  

Dads in 2025 are digitally fluent and platform diverse. They consume content on YouTube, listen to parenting and finance podcasts, and follow creators who share parenting journeys. Campaigns spanning video, audio, and social content tend to perform best.  

Emotional triggers that resonate  

Messaging highlighting shared parenting, emotional connection with kids, and aspirational family moments resonates deeply. Humor can also be a powerful tool when used with authenticity and without stereotypes.  

How to market to dads without stereotypes  

Outdated portrayals of fatherhood can quickly erode brand credibility. Today’s dads expect authenticity, inclusion, and respect. To resonate with this audience, marketers must move beyond clichés and build campaigns that reflect modern fathers’ real, multifaceted lives.  

Build inclusive, relatable campaigns 

Use real family scenarios that reflect diverse dad experiences—single fathers, stay-at-home dads, LGBTQ+ dads, and multicultural families. Inclusion is not just ethical, it’s effective.  

Use authentic dad voices and stories 

User-generated content and testimonials from real dads lend credibility. Highlight their stories through interviews, short films, or social takeovers to humanize your brand.  

Show dads in active, nurturing roles 

Break away from the “clueless dad” trope by depicting fathers confidently handling parenting duties—helping with homework, cooking meals, or navigating emotional conversations. These portrayals reinforce dads as capable and emotionally present caregivers. 

Focus on shared values, not gender roles 

Center your messaging around values like love, support, and growth instead of leaning on outdated notions of masculinity. Campaigns that highlight dads’ dedication and emotional connections resonate more deeply and broaden your brand appeal. 

Design for multichannel reach  

Leverage a mix of content formats—short-form video, interactive polls, parenting forums, and email—to meet dads where they are. Paid social, influencer partnerships, and contextual advertising can reinforce visibility.  

Short-form video + Influencer partnership (Instagram Reels/TikTok) 

Partner with a well-known dad influencer (e.g., a relatable stay-at-home dad or parenting coach) to create a 30-second Reel or TikTok showing a funny but heartfelt moment of fatherhood—like packing a lunchbox creatively or navigating a toddler tantrum. Include subtle product placement (e.g., a branded snack or household item). Tap into emotional resonance and virality. 

Interactive polls + Parenting forums (Facebook/Reddit)

Launch a poll in a dad-focused Facebook Group or subreddit like r/Daddit: “What’s your go-to hack for bedtime routines?” Follow it with branded expert advice in the comments or link to a microsite offering a dad’s guide to evening routines. Build engagement and drive traffic to owned content. 

Contextual advertising + Email follow-up (YouTube + CRM)

Run contextual YouTube ads before videos like “How to Install a Car Seat” or “New Dad Essentials.” Once clicked, offer a free downloadable checklist in exchange for email sign-up. Follow up with an email series: “The First 100 Days of Dad Life.” Capture leads and continue the conversation via email. 

Successful campaigns that got it right  

Some brands have already set the standard for engaging dads effectively. By highlighting campaigns that balance emotional relevance and strategic execution, we can learn what it takes to build authentic, high-impact marketing for today’s fathers.  

“Dear Future Dads” by Dove Men+Care 

Dove Men+Care launched this campaign to advocate for paternity leave while showcasing heartfelt letters from expecting fathers. It positioned the brand as both emotionally resonant and socially conscious, helping dads feel validated and empowered

“#HowToDad” by Cheerios

This campaign turned dad stereotypes on their head by portraying an upbeat, competent father juggling parenting with humor and pride. The high-energy tone and inclusive messaging struck a chord across demographics, making it shareable and widely embraced. 

“Real, Real Life” by Campbell’s

Featuring a same-sex couple feeding their child, Campbell’s normalized diverse fatherhood in a simple, everyday scenario. The ad stood out for its casual portrayal of LGBTQ+ parenting, earning praise for inclusivity without being performative. 

“My Bold Dad” by Toyota

A Super Bowl ad showing a father’s quiet influence over the years, this spot focused on emotional depth over humor or machismo. It emphasized the powerful, protective role of dads while aligning the brand with safety, reliability, and values-driven storytelling. 

“Alexa Moments” with Dad by Amazon

Amazon’s campaign featured a widowed father using Alexa to support his daughter’s daily life, blending technology and emotional resilience. It subtly showcased how digital tools can empower modern parenting without overshadowing the human story. 

Successful campaigns share three traits: they avoid caricature, reflect fundamental family dynamics, and center the dad’s voice. These brands win trust and market share by making dads feel seen.  

How brands can connect with modern dads 

Marketing to dads is a long-term shift in how brands connect with modern families. Companies must commit to understanding and evolving with today’s fathers to stay ahead. The most successful brands will act now with strategy, empathy, and purpose.  

• Shift from “selling” to “supporting”. The best campaigns are not about pushing products but supporting modern family life. Align your messaging with values, not just value.  
• Invest in data-driven audience insights. Understand what content dads engage with, what questions they ask, and where they spend time. Use this to tailor tone, format, and messaging.  

Adapt continuously to evolving fatherhood norms.  

Fatherhood is dynamic. Stay ahead of cultural shifts by listening, learning, and iterating. Be the brand that evolves with dads—not behind them.  

Take the lead in marketing to today’s dads 

Understanding the evolving role of fathers is a strategic advantage. Brands that adapt to the realities of modern dadhood are better positioned to earn trust, drive engagement, and stay relevant across channels. You can unlock stronger, year-round connections by building inclusive, data-informed campaigns that reflect how dads live, think, and shop today.  

Want to make sure your brand shows up where it matters most? Get started with SEO services from Network Solutions and reach the audiences shaping tomorrow’s households. 

Frequently asked questions