Inclusive Father’s Day Trends for the Gift and Greetings Industry
Modern-day fathers in all forms want to feel heard, seen and represented.
Father’s Day trends that move beyond traditional parenting roles towards a more inclusive design and narrative approach will resonate. We explore how this new era of masculinity is transforming the face of fatherhood and fuelling the need for more inclusive depictions of parenthood within the gift and greetings industry.
Fathers have become more active in their children’s lives over recent years and the 2020 pandemic only further accelerated their presence at home. Experiencing the benefits of flexible working, prolonged time spent with their children and gaining a greater understanding of the motherload and their role in progressing gender equality has left many modern-day fathers even more determined to be engaged in family life. Despite the majority of fathers wanting, and in some cases taking, a more proactive role in family life, financial factors and the stigmas surrounding work culture continues to stand in the way. Whilst the pandemic has highlighted the benefits of flexible working and extended paternity leave for both fathers and burnt out mothers, those bearing the brunt of economic inequalities aren’t able to experience this privilege.
“The modern-day father comes in many forms. Today’s father is no longer always the traditional married breadwinner and disciplinarian in the family. He can be single or married; externally employed or stay-at-home; gay or straight; an adoptive or step-parent; and a more than capable caregiver to children facing physical or psychological challenges.” American Psychological Association (APA)
Despite their efforts to overcome outdated gender roles, this, alongside long-standing societal taboos such as the ‘mother knows best’ narrative, often leads to many fathers falling into the role of the ‘secondary parent.’ These deeply rooted gender biases not only alienate modern-day fathers but feed the motherload burden that women are furiously fighting to overcome.
What does this mean for the gift and greetings industry?
Illustration trends: Meaningful bonds
For decades inept, comedic depictions of fathers have dominated TV, film and entertainment. This is also the case in the Gift and Greetings industry, with Father’s Day trends often featuring humorous messaging and comedic characters poking fun at the role of dad. However, the tides are changing and a broader representation of dad is emerging. For illustration in greetings, there’s a big opportunity to showcase the importance of dads and the deep and meaningful relationships and bonds they share with their children.
Gifting trends: Broadening the narrative around self-care
With growing awareness around paternal mental health brands can take this opportunity to rewrite the narrative around self-care to ensure dads are also included in the conversation. Considered marketing messages recognising dad’s needs as well as unisex or male-focused self-care kits will be a key gifting opportunity for Father’s Day trends.
Our Modern Caregivers series, available to our Premium subscribers of My TrendBible, explores evolving family dynamics and the changing representations of all the influential people in a child’s life. This four-part series takes a deep dive into the new faces of caregiving, unlocking innovative ideas, commercial opportunities and actionable recommendations from our team of global trend experts. If you’re a brand wanting to champion modern family life, this series is not to be missed.