Father’s Day Special!

Flickr_Michael Coghlan

“Delayed gratification often makes people value an experience even more when it finally arrives. And that’s the case with Millennial dads. After putting it off for so many years, many are treasuring and savoring fatherhood.” 
– Kevin Osborn, Futurist

Men’s attitudes towards everything from work and education to marriage and raising children have been changing over time. What’s driving these changes in attitude? Are men approaching fatherhood differently than previous generations? How should companies market to these new dads?

These are just some of the questions we answer in our Future of Fatherhood reports.

Included in the Future of Fatherhood bundle:

1. Millennial Parenting: Exploring New Approaches in the Digital Age (17pgs)This brief offers a detailed portrait of the Millennial generation—also known as Gen Y—as parents. After a brief overview of Millennials, it profiles members of Gen Y who have begun to have children. It explores their attitudes and behavior regarding parenting—and their children. And it examines the business implications that will likely result from Millennial parenting practices.KEY FINDINGS

  • More than 20 million Millennials already have children, and the Millennial generation is poised to become perhaps the largest parent cohort ever.
  • For many Millennials, the parenting paradigm has shifted from one parent taking most of the responsibility to a parenting partnership.
  • Digital technologies (smartphones, apps, social networks) have become valuable parenting tools for Gen Y.

2. The Next Generation of Stay-at-Home Dads (19pgs)

This brief explores the emerging trend of stay-at-home dads with full-time working wives. It looks at the drivers and potential outcomes of the fact that in recent years, in both good economies and bad, a steadily growing number of fathers are leaving the formal working world behind to instead focus their attention and energies on childrearing.


  • Although still relatively small (compared to the number of stay-at-home moms), the share of men who are full-time at-home fathers is rapidly growing.
  • High male unemployment may have accelerated this trend, but shifting gender roles are playing a greater role in driving this shift.
  • While a more robust employment market may slightly reduce the number of stay-at-home dads, the numbers are not likely to return to pre-recession levels.

3. The New American Grandparents: Six Trends (22pgs)

This brief identifies and examines six trends that are shaping the future of American grandparents and grandparenting. It looks at the drivers and likely trajectories of these trends, and explores how the concerns, responsibilities, and spending patterns of boomer and Gen X grandparents will alter the American consumer and social landscape during the coming decades.


  • American grandparents, already more than 65 million strong, are one of the fastest-growing segments of the population.
  • Boomers and Gen Xers are beginning to change the expectations and behavior of grandparents.
  • American grandparents have amassed—and continue to amass—considerable wealth, and want to share a significant portion of it with their grandchildren while they are alive to see its effects.

4. American Parents Changing Attitudes: New Roles, New Needs (11pgs)

This brief explores changes in values and attitudes using insights from the Pew Research Center, long-term data from the American Time Use Survey, and other authoritative research sources.


  • US parents are highly focused on their kids’ cognitive abilities.
  • Parental roles are converging, but fathers still wish they could be with their kids more.
  • A large majority of working moms would stop working full-time if they could do without the income.

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