The Spending Power of Millennial Dads

Fascinating new stats from adage.com about Millennial dads and their spending power!

"For millennial dads, being a devoted father is a badge of honor, a status symbol.

In fact, according to Mintel, nearly half (49%) of millennial dads are mainly responsible for planning play dates and other activities with their kids outside the home, as opposed to 23% of dads over the age of 35. Millennial dads are placing a higher value on entertainment and leisure with their families compared to older generations of parents, and their spending habits reinforce this."

The key trends and takeaways:

"More shared tasks means more dads shopping. Millennial dads are more likely than older dads to claim primary or shared responsibility for everyday parenting tasks. According to Mintel, 80% of millennial dads claim primary or shared grocery shopping responsibility (compared to 45% of all dads, according to Y&R's BrandAsset Valuator data)."

"Recognize and appreciate the important role they play in the millennial family. Make sure you're not just connecting with them in your marketing, but also helping and supporting them through meaningful and useful brand behaviors."