June is for Dads and Grads – Part 1

With Father’s Day and high school graduations on the calendar this month, we’re highlighting the digital media dimensions surrounding dads and recent high school graduates. We’ll dive into dads, looking at who they are as media person as, what their intentions are in the marketplace, and why reaching them digitally can enhance your campaigns, in part 1 of this 2-part blog series.

Father’s Day Marketing

First, a look at digital marketing around this year’s Father’s Day. A review of Google Trends reveals that New Jersey, Rhode Island, and Kansas were the highest indexing states for those turning to the world’s most popular search engine for gift ideas. Top product searches in 2025 included cologne, gift cards, and “dad shirts.” Queries for Father’s Day gifts began a significant uptick right on June 1, peaking on the fifteenth, the day of the holiday, emphasizing the volume of last-minute shopping (table below).

On Social, Instagram has over 20 million posts mention the holiday, with over 2 million posts tagged for #fathersdaygifts. Qualitatively, the Clio Ad Awards maintain a database of the top Father’s Day ads. Recent highlights include a cologne ad parody by Progressive, for a non-existent product titled “Off My Insurance,” and the more heartwarming ode to spending time with dad by Australia’s Great Northern Brewing Co.

Dads in the 2020s

Demographics surrounding fatherhood have shifted over the years. The average age of the father of a newborn, which was around 27 years old in the mid-1970s has increased to over 31 in the 2020s. Almost 10% of fathers of newborns are now 40+, a trend that shows no sign of slowing as couples elect to have children later in life. As fathers as a group age upward, their income remains statistically higher than mothers. In a 2023 study, fathers still tend to earn over 30% more than mothers, as the latter seek more flexible careers, work less hours, and sometimes leave the workforce entirely.

Pop as Persona

Given this older, relatively more affluent audience, we can recommend a few digital platforms that are great fits. Firstly, Search is still alive and well for dads. Whether it's looking for investment advice or healthcare, fathers are all over Google and Bing. They’re definitely not abandoning search engines like younger generations, anytime soon.  Secondly, when it comes to Social, Facebook is still a safe bet. Facebook is the powerhouse platform for the 45+audience, and it is especially potent when additional interest and behavioral targeting are applied. Thirdly, when it comes to video content, YouTube is where dads live. YouTube is especially useful for DIY audiences, the perfect way to reach those looking up car repairs, workout routines, home improvement how-tos, and tech reviews.

This is not to say dads eschew newer forms of digital media. On the contrary, there are some niche communities where advertisers targeting fathers should not ignore. We recommend Reddit where we can reach users in communities such as “daddit,” “parenting,” and “fitdad.”

Father Knows Best?

According to Chain Store Age, mothers are the major purchasing decision makers in 80% of US families. However, layering in father audience segments is a no-brainer for goods and services where dads have traditionally been the primary decision makers, such as home improvement, automotive, and technology.

This may be changing, especially since 2020. A fascinating British study suggests that since the pandemic and the rise of work-from-home, fathers are playing bigger roles in household activities. As dads are more involved in their children’s education and play, their impact on related purchasing decisions also increases.  Long the domain of moms, household goods such as toys and books, and school-related products, like school supplies and snacks, could be entering a new era where dads are significant influencers.

Beyond informal household dynamics, dads are making waves on social media as paid influencers on platforms such as YouTube, TikTok, and Instagram. Their followers can range from the tens of thousands all the way into the millions. The topics covered are wide-ranging, including everything from golf to religious faith. Many big brands have invested in this emerging media trend, including lawnmower mainstay Cub Cadet, premium exercise machine maker Peloton, and Japanese tool giant Ryobi.

DCW Knows Dads

Are you looking to reach dads digitally or curious how leveraging current fatherhood trends can enhance your media? We’re here to help. Whether it’s providing audience segments, platform strategies, or working with influencers, we can connect to work on tailor made solutions for your brand or business.

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