Fatherhood Narratives: The Rise of the GENTLEmen
The concept of gender is ever evolving, with increased visibility leading to both greater acceptance and increased challenges.
On one hand, ideologies from the Manosphere, Femosphere, and ‘Tradwife Influencers’ are gaining mainstream prominence, while on the other, ‘dad allies’ are championing equality and challenging traditional gender roles and expectations.
Whilst we confront a future of progress and polarisation, brands are encouraged to recognise the significant role they can play in shifting the conversation and amplifying diverse perspectives.
June 2025 marked the world’s first ‘Dad Strike’, which led to the announcement of a landmark review of parental leave in Britain.
The review signifies a hopeful turning point in a new era of modern fatherhood – a shift that we have been tracking since 2020, when dads experienced the benefits of flexible working and prolonged time spent with their children.
Whilst we can’t control the outcome of the parental leave review, we can help brands to respond to the needs and realities of modern-day fathers. Our GENTLEmen series, provides insights and tools to foster a positive culture of masculinity, looking beyond stereotypes to transform fatherhood representation. At the same time as the glorification of hypermasculinity and digital misogyny grabs headlines, the quiet reframing of masculinity and fatherhood is growing with sensitivity and force.
Here we share two of the key themes from the series:
Inclusive Parent-Centric Designs
As parenting narratives expand beyond the traditional portrayal of mothers as the primary caregivers, brands, too, must follow suit. This is particularly key for next-gen fathers, who don’t want to compromise on their identity, values and personal design tastes when transitioning into their new role.
What does this mean?
Expect to see continued demand for unisex and genderless parent-centric design offerings that feel inclusive of the styles and tastes of all caregivers. Gorpcore influences and adventure-inspired aesthetics, which respond to wider lifestyle influences over gender stereotypes, are gaining popularity, as evidenced at leading tradeshows such as Kind & Jugend.
“Like Father, Like Son”
Gen Alpha and Gen Z are being raised at a time where fathers (and father figures) seek to play an increasingly expansive role in family life. This relationship is also key to shaping children’s views and attitudes towards masculinity. When it comes to programmes and policies to overcome ‘toxic masculinity,’ fathers and sons can’t be overlooked.
What does this mean?
Designers and marketers are encouraged to represent and amplify the caregiving qualities of fatherhood, focusing specifically on the nurturing relationships between dads and their children. Use this to inspire positive and diverse campaign imagery, character design and marketing messages.
Unpack and explore further this new landscape of fatherhood in our report series when you subscribe to our Premium membership at My TrendBible. My TrendBible is our trend subscription service dedicated to The Future of Home and Family Life.