Don’t Neglect Today’s Dad

Historically, shopping duties primarily fell on mom’s plate, but times are a-changin’. In a number of recent studies, we’ve seen more and more Millennial dad’s sharing what have been traditional ‘mom roles.’ Via AdAge – “according to Mintel, 80% of millennial dads claim primary or shared grocery shopping responsibility (compared to 45% of all dads, according to Y&R’s BrandAsset Valuator data).” Whirlpool is certainly keeping track of this trend – launching a new commercial focused on dad’s household and family duties. But we shouldn’t be surprised – the rise of the working woman would necessitate dad’s to take more of the household chore role.