Working dads were categorized into six distinct clusters.

With the diversification of family structures today, dual-income dads are also highly attractive as a marketing target.
So, what specific types of working dads can we identify? Based on research by Dentsu Inc.'s "Papa Lab," which studies fathers in dual-income households raising children, we introduce six dad clusters.

Dads Can Be Categorized Into Six Types

This time, we conducted cluster analysis targeting working dads with children in junior high school or younger, focusing on their attitudes toward childcare, housework, work, and life values. The results revealed they fall into six distinct clusters. Here's a brief explanation of each cluster.

① All-Around Dad

The "All-Around Dads" cluster, primarily consisting of men in their 40s with elementary school children, are dedicated to their work and highly ambitious. They are also very proactive in their daily household chores and childcare. With a strong desire for growth, they actively pursue career advancement and self-improvement, making them central figures both at work and at home. They frequently shop online, prioritizing practicality and quality, and thoroughly research purchases beforehand. They also aspire to a family-first lifestyle moving forward.

Composition Ratio: 15.6%

② Double-Income Dads

Enjoys cooking and handles daily meal prep and dishwashing. Primarily men in their 30s with preschool-aged children. Proactively manages all household chores like cleaning and laundry, finding enjoyment in the time spent doing them. They run the household as a team with their partner, much like a doubles team in badminton. Also, since they regularly handle household tasks, they are often involved in choosing brands for groceries, daily necessities, and white goods. They are also enthusiastic about improving their skills at work and are characterized by a strong desire for independence and entrepreneurship.

Composition ratio: 19.0%

③Comrade-Loving Dad

Though their composition ratio is low, these "Comradeship-loving" dads, primarily in their 30s and 40s, enjoy socializing and value connections with people and their community. They often gather dad friends and mom friends for parties, but their participation in household chores like cooking, cleaning, and laundry is low. They have strong convictions about education. Regarding actual purchases, they mainly buy personal items like instant coffee and cigarettes.

Composition ratio: 5.0%

④Self-Promoting Dads

Self-Promotion Dads, primarily in their 20s and 30s, have a high need for approval and base their actions on whether they get "likes." They generally show high involvement in household chores and childcare. While motivated by wanting to post photos of themselves parenting, they also value time with their children and desire to instill proper discipline, aiming for a future focused on family relationships. They are also proactive about improving their own skills and advancing their careers.

Composition Ratio: 8.1%

⑤ After-School Dads

"After-You-Go Dads" are primarily men in their 40s with elementary or middle school children. They do cleaning and take out the trash to keep their wives happy, but rarely cook.
Primarily men in their 40s with elementary or junior high school children, they help "within their capabilities" and generally leave household matters, including shopping, to their wives. However, they are highly conscious of their children's future, seeking not only job stability but also a mentally enriching life.

Composition Ratio: 24.7%

⑥ Slacker Dad

The "Slacker Dads" cluster, the least involved in household chores and childcare among the six, have children in elementary school or older, with a slightly higher proportion in their 50s and above. They tend to be less involved in household chores and childcare, favoring a moderate approach to work (in fact, this cluster represents the highest proportion among dads).

Composition ratio: 27.6%

The clusters with the highest rates of full-time dual-income parents are "Buddy Dads," "All-Around Dads," and "Double-Shift Dads."

Which of the six dad clusters has the highest proportion of dual-income dads?

Let's examine the "full-time dual-income rate"* specifically among dual-income dads, where both spouses work full-time.

We see that the "Comrade-loving Dads," "All-around Dads," and "Double-spa Dads" have the highest full-time dual-income rates in that order. Notably, "All-around Dads" and "Double-spa Dads" also have high participation rates in housework and childcare, aligning with the overall characteristics of dual-income dads introduced previously.

We further positioned them based on annual income × participation in housework and childcare.

As a marketing target, the "All-Around Dads" immediately stand out, boasting both high income and high participation in household chores and childcare. Next, the "Double-S Dads," while having moderate income, show high involvement in household chores and childcare. Due to this high level of engagement, they are observed to actively choose brands for food, daily necessities, and white goods. Papalab considers this a cluster to watch in the future.

What did you think? This time, we introduced the dad clusters. Next time, we'll hear from Asami Kishibe, Editor-in-Chief of the free magazine for dual-income dads, 'Hanako Papa', about the key points to capture the hearts of dual-income dads. Stay tuned.

■Analysis Overview
Survey Source: Dentsu Inc. Original Survey d-campX
Target Area: Tokyo 50km radius: 4800s
Survey Method: Persuasion of respondents through visits, electronic survey forms via tablet devices
Analysis Subjects: Married men aged 20-59 working full-time with children in junior high school or younger living at home: 620 respondents
Survey Period: March–June 2016