Where many working-class fathers were once separated from their family homes to become migrant workers to provide for the family, today they are part of the household. These dads are establishing a place for themselves in the home as providers, home builders, role models and heads of the household.
Brands should establish themselves as dad friendly, especially as we can expect to see dads have more sway over purchase decisions that they may once have left in the hands of their wives or partners.
But a young South African dad’s life is by no means all housework and no play. This group is trendy, loves cool clothes and gadgets, and spends as much time clubbing as single men. Contrary to global trends, even Gen Y South African dads aren’t taking on more household chores than earlier generations.
Below are some revealing facts about our country’s fathers from GFK Consumer Life*, an annual longitudinal survey based on face-to-face interviews.