Annalect Research: Dad-vertising

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Fatherhood in the US has evolved and with it comes changes in responsibilities, attitudes, and advertising.

Recently, brands have wised up and targeted dads with ads that address the highs and lows of being a father today — an improvement on ad clichés of dads as uninvolved family members or as buffoons who can’t figure out how to change a diaper. Today’s dads see parenting as central to their identity, just as much as moms do (57% vs. 58%).

Download the full article below for more insights on today’s dads.

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