• by Nancy Tellet , Op-Ed Contributor, June 10, 2021

According to a study by the Hispanic Marketing Council (HMC), Dads value family, prioritize the community over the individual and have wider trust circles. Dads’ trust extends to social media influencers and their product or service endorsements. Fifty-five percent of Dads, compared to 22 percent of Moms, say they “see these as trusted endorsements and would be more likely to try/buy/use the brand versus a traditional ad.” In fact, social media purchases are popular with Dads, as are customized shopping experiences.

Social Media Woos Dads to Purchase—So Does Amazon Fresh!

Seven of 10 parents have made purchases on social media—the majority of them (8 of 10) using Facebook—however, Dad is more likely than Mom to use other social media platforms.

• Sixty-four percent of Dads have made a purchase via Instagram compared to 36 percent of Moms
• More than one in four Dads have used Snapchat for a purchase compared to 11 percent of Moms.

When ordering online groceries, both Dads and Moms were most likely to say they have used Walmart; however, Dads were much more likely to say they use Amazon Fresh than moms—61 percent compared to 34 percent.

Customization & Enhanced Shopper Experiences Win the Hearts of Dads

• Whether buying things online or in-store, Dads are more likely than Mom to respond to enhanced experiences including customization options (80% vs. 64%) and limited editions (74% vs. 53%). 
• Nearly three out of four Dads say they are more likely to buy from a source that offers “collaborations” compared to 62 percent of Black and Hispanic Moms and only 40 percent of white moms.
• Dads placed a higher value on membership programs that offer advance purchase for special sales, limited editions, and collaborations, as well as access to member only events or experiences. New merchandise in store or on site was also more important to Dads than Moms (82% vs. 64%).

Beware: Dads Break Up with Brands Too, Especially Hispanic Dads

When it comes to marketing and advertising, Hispanic Dads were more likely to say they have broken up with a brand due to negative or disrespectful male portrayals to the tune of 21 percent compared to 13 percent of non-Hispanic dads and only 4 percent of Moms.

Issues also matter. Dads’ deep concerns about gun violence translated into a higher likelihood to shop more at both Walmart and Dick’s Sporting Goods in support of their stricter gun and ammo sales policies—72 percent compared to 47 percent for Moms. Dads were more likely than Moms to say sustainability and “good for the planet” mattered more than price when buying things—36 percent compared to 22 percent.

What Does This Mean for Marketers?

Social media influencers aren’t just wooing women—Dads are paying attention too.  Dad, more than Mom, shows a desire for variety and uniqueness in their shopping experiences and a greater willingness to expand beyond a single online grocery seller or social media sales platform. 

A one-size-fits-all approach to men is outdated, and when you add the layer of culture, hiring segment marketing specialists are a business imperative. Brands who understand cultural nuances coupled with the issues and values that matter to Dads are better poised to gain market share.