Launching the "Papa Lab" research team targeting dual-income household fathers ― Analyzing "dual-income dads" who hold purchasing power and family spending decisions ―

Launch of "Paparabo" Research Team Targeting Fathers in Dual-Income Households

― Analyzing "Dual-Income Dads" with Purchasing Power and Decision-Making Authority over Family Consumption ―

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Nao Ishii) today launched the research team "Papa Lab" to study fathers in dual-income households raising children (hereinafter "dual-income dads") and develop solutions for companies targeting these families.

In March 2009, the company launched "Mama Lab" ( http://dii.dentsu.jp/project/mamalabo/ ), a team supporting corporate marketing activities from a mother's perspective. Since then, it has provided consulting based on "mothers' true feelings" and family insights, as well as developed products for mothers and families. We established "Mama Lab" in China in 2014 and in India in 2015, supporting client companies' marketing activities aimed at developing the next-generation family market. This led to the decision to launch the new "Papa Lab."

The background for launching Papa Lab lies in the fact that, with the increase in households where both parents work while raising children, opportunities for fathers to actively participate in childcare and housework are steadily growing. "Dual-income dads" have high purchasing power and often hold the decision-making authority for family spending. Consequently, "dads" have become an attractive target that cannot be ignored in marketing, alongside "moms."

Our proprietary research also indicates that "dual-income dads" actively handle household chores and childcare both on weekdays and holidays, and are actively involved in their children's education. The research further reveals characteristics such as being willing to spend generously on their children's education and prioritizing quality over price when shopping.

Moving forward, Papalab will leverage its unique insights to support corporate solutions, including product development and marketing activities targeting dual-income dads and their families. This includes planning, research, and marketing support for working dads in the free magazine 'Hanako Papa,' scheduled for launch next spring by Magazine House Co., Ltd.

Furthermore, by cross-linking with the knowledge and expertise cultivated through "Mama Lab," we will advance the development of new solutions targeting families.

■ Papalabo Logo Mark