21 ways that Dads are different (according to data)

We have a cultural understanding that dads are, well, a bit different. And ahead of Father’s Day this weekend, I’ve had another little rustle around GWI data to figure out the biggest changes that happen when men become fathers.

The following insights represent some of the biggest differences between fathers and non-fathers. Both groups are based on an audience of 25-44 year old men in the UK who are married or in long-term relationships, in order to mitigate any other life stage variables.?

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1. The source of the infamous dad bod? Potentially donuts. Dads are much more likely to visit both Dunkin’ Donuts and Krispy Kreme every week.

2. They’re also more likely to eat at Burger King (and most other fast food joints).

3. Losing sleep is a parenting cliche, but with good reason – and it has surprising outcomes in the data. Dads are not only much more likely to watch TV after midnight, they’re also much more likely to knock back energy drinks.

4. But that’s not all – they’re more likely to watch TV on weekend mornings as well. They become more likely to watch TV and listen to the radio full stop.?

5. They also become more likely to share their opinion about TV they watch online.?

6. Like married men, Dads are more likely to wear makeup.

7. Wearing makeup is just one suggestion of what you might call “the daughter effect”. Another is that Dads are much more likely to follow netball.?

8. Perhaps linked to that is their increased likelihood to talk about fashion online, and to follow beauty experts on social media.?

9. They’re more likely to visit restaurants and cinemas regularly.?

10. They’re more likely to buy Gucci and Prada products.?

11. They’re also more likely to buy from Victoria’s Secret.?

12. While the brand is associated in my mind with sixth form house parties circa 2009, Dads are actually more likely than non-Dads to shop at Topman (or Topshop).?

13. They’re more likely to donate to charity regularly.

14. They enjoy gaming with their kids, being more likely than non-Dads to play Roblox, Starcraft, and Minecraft.?

15. They’re more likely to talk about healthcare online.

16. They’re more likely to listen to K-pop.

17. They’re more likely to invest in gold. They’re also more excited about NFTs.?

18. They’re more likely to use buy now, pay later services.?

19. They’re more partial to a sip of Beefeater.?

20. They’re more likely to be on Pinterest.?

21. You get the sense they have more of a stake in the future. They’re more likely to be optimistic about the environment, and to pay for a news service.

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Looking at these kinds of life changes is always a fascinating exercise. It starts as a way to surface fun stats, but then often unearths some deeper opportunities. We tend to associate energy drinks with teenage boys, Logan Paul, and extreme sports, but there’s an interesting segment of sleep-deprived parents to target. I think there’s more scope for an existing or challenger brand to market themselves as pick-me-ups for working parents than they probably realize.?

It’s a similar story with games franchises. It could be really cool to see activations in Roblox and Minecraft that encourage dads to bond with their kids.

But until those happen, if you’re caught short without a gift on Father’s Day, you can always run out and grab a box of donuts.??