NEW YORK--(BUSINESS WIRE)--Many American fathers are embracing their dual roles at home as nurturer and household manager, with roughly 2 in 5 (43 percent) saying they share equally in acting as a caregiver to their children and nearly half (45 percent) reporting sole responsibility for managing home expenses, according to the Gibbs & Soell Domestic Dads™ Study. Gibbs & Soell is a global business communications firm with expertise in consumer marketing.
The Gibbs & Soell Domestic Dads Study examined attitudes among fathers about their roles as family caregivers and buyers of home goods, food and beverages, and personal care products. The online poll was conducted by Harris Interactive between April 12 and 16, 2013 among 2,066 adults ages 18 and older, 469 of whom were identified as parents with a child under the age of 18 in the household.
“Our research shows a desire among fathers to share responsibilities for the upbringing of their children and the management of their households,” said Greg Sherry, managing director, consumer marketing practice, Gibbs & Soell. “The definition of ‘homemaker’ is changing. Examples include the emergence of mothers who are the primary breadwinners, or fathers who have sole custody of their children. The dynamics of home economics are taking a tectonic shift as the number of fathers directly involved with choices affecting their families’ health and well-being skyrockets. This creates a significant opportunity for innovative brands to fine-tune their messages and campaigns to specifically cater to the distinct needs and viewpoint of today's domestic dad.”
Key findings among parents in households with children under the age of 18:
- More than 2 in 5 fathers (43 percent) accept equal responsibility as family caregivers.
- Nearly half (45 percent) of fathers say they are the sole managers of household expenses.
- Almost one-third (32 percent) of fathers feel they share equally and are personally involved in the purchase decisions for buying food and beverages.
- Equal responsibility for the purchase decisions on home goods is accepted by 29 percent of fathers. Home goods include household furnishings and products, housewares and equipment, housekeeping supplies, and small appliances.
- More than one-quarter (26 percent) of fathers say they are equally responsible for the purchase decisions on personal care products to improve the health and hygiene of their family.
To obtain a summary of the Gibbs & Soell Domestic Dads™ Study and view supplemental content, please visit the Gibbs & Soell website.
The Gibbs & Soell Domestic Dads™ Study
This survey was conducted online within the United States by Harris Interactive on behalf of Gibbs & Soell from April 12-16, 2013 among 2,066 adults ages 18 and older, 469 of whom are parents with a child under age 18 in the household. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Gibbs & Soell.
About Gibbs & Soell, Inc.
Gibbs & Soell, Inc. is an independent business communications firm with headquarters in New York and offices in Chicago, Raleigh, N.C., and Basel, Switzerland. The firm’s global network extends across nearly 40 countries through its PROI Worldwide partnership. Gibbs & Soell integrates business and communications strategies, using a full range of communications services, to build sustainable relationships for clients along the entire value chain. We inspire action that drives results. For more information, please visit www.gibbs-soell.com.