Historically, marketers have tried to explicitly tempt moms in-store, as the stereotype has long been that they control the purse strings and make most family purchases. But, with dads taking on more household responsibilities, they are increasingly becoming a higher-value marketing target. Y&R reports a whopping 80% of millennial dads claim primary or shared grocery shopping responsibility. Subsequently, many brands have stepped up their "dadvertising" and - instead of showing him as bumbling and clueless - are messaging to him as a competent parent who plays an active role in his children's lives.