11 June 2019
This Father’s Day we continue to see modern-day values and interests influence gift and greetings. There is a particular focus on mindfulness, as the health and wellbeing sector continues to boom. The modern-day father is captured through musical nostalgia and we saw an increasing number of brands and retailers offer more inclusive cards, moving away from gender stereotypical sends. Here’s our highlights on what’s new for Father’s Day 2019.
Responding to the desire to connect with nature and explore the great outdoors, we see messaging focus around adventure and spending quality time together. Brands are recognising the meaningful bond between father and child, whilst also reminding us of the importance of switching off and taking care of ourselves.
Print and messaging draws on a nostalgia for retro turntables, radio and music classics. Messages such as ‘Dad you’re a classic’ and ‘You rock Dad’ brings an effortlessly cool update to Father’s Day sends as well as capturing the interests of modern-day fathers.
Traditional gender norms that once moulded our sense of masculinity are being challenged and given new meanings. Following this we see an increase in botanical foliage illustrations, offering a modern update to the rustic, often masculine aesthetic of outdoor inspired sends.
Click ‘DOWNLOAD NOW’ to see how more brands are responding to in-season trends for Father’s Day in our retail report.
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