Dad's Evolution: The Reality of Parenting for Dads and Families After COVID-19 [1]Family time has increased. Whether they can enjoy these changes depends on the dad.
There is still a lack of role models for fathers' childcare. Diverse fathers were raising children in their own ways. Furthermore, environmental changes during the pandemic have transformed both their interactions with family and their work styles. Understanding fathers' behaviors and feelings—areas still largely unknown to companies—is an indispensable point for future marketing.
Based on the findings of Papalabo's survey "The Changing Dynamics of Fathers: The Reality of Parenting by Fathers and Families Through COVID-19," we will serialize articles exploring the realities of fathers raising children and the key points that influence their hearts and actions. The first installment focuses on "The Reality of Changes Before and After COVID-19."
[Papa Lab]
" Dads are Japan's Untapped Potential "
Papa Lab is a mini-agency specializing in dads, where every member is a working father. Professionals from diverse fields—sales, strategy, creative, digital, media, and corporate—come together. Starting with research targeting dads and families, we provide solutions including marketing support, content development, and promoting paternity leave uptake. In 2019, we published "Research on the Diverse Ecology of Dads," compiling interview results with fathers.
https://www.projects.dentsu.jp/papalabo/variety/
Daily Time Spent at Home: "Dads Increase by 3 Hours!"
First, let's look at changes in "time spent at home." Comparing dads' weekday time spent at home in 2019 and 2020 shows a 3-hour daily increase, a trend that continued into the following year. How are dads using this significantly changed daily time?
The extra time is spent on "family interaction," "household chores/childcare," and "working from home"
Next, we focus on what kind of daily activities this time is being spent on.
Compared to pre-COVID times, half of dads are spending more time with "family" and "working from home." They seem to be securing more time than before for "spending time with or talking to children and partners" and "housework/childcare."
Opportunities for interaction and conversation with people outside the family have decreased for many...
On the other hand, are there any "reduced daily activities" compared to before the pandemic?
Many dads seem to have less time with communities outside their family. While it's perhaps unavoidable that 70-80% of people have fewer "work-related gatherings or drinks with acquaintances/friends," about 50% also report fewer "casual chats with colleagues" and "interactions with dad friends/mom friends."
"Dads Enjoying the Change" and "Dads Experiencing Increased Stress" Polarize
How do dads perceive the environmental shift around COVID-19, where time spent with family increased while time with non-family communities decreased?
A notable feature is the high proportion of dads reporting positive shifts in perception, such as "increased life satisfaction" and "improved family relationships." However, focusing on "stress" reveals different trends. Regarding "stress from housework/childcare" and "stress from work," "20-30% of respondents each reported increased stress" and "20-30% reported decreased stress."
Amid significant changes in time spent at home and how time is allocated in daily life, two distinct patterns emerge: "Dads Enjoying the Change" and "Dads Experiencing Increased Stress."
It became clear that the diverse realities of dads' childcare experiences before and after COVID-19 have undergone even greater change. Furthermore, it seems that "diversity also exists in their actions and feelings regarding this change." Next time, we will deepen our understanding of these diverse dads by categorizing them into seven groups.
[Survey Overview]
■Video Research Ltd. "MCR/ex"
Survey Method: Internet survey using dedicated response tablets
Survey Area: Tokyo 50km radius
Survey Period: April-June each year
Target Population: Married men aged 20-59 living with children in junior high school or younger
Sample Size: 2017: 746 ss, 2018: 737 ss, 2019: 745 ss, 2020: 765 ss, 2021: 690 ss
■Dentsu Inc. Papalab × Video Research Ltd. "ACR/ex" connect Survey
Survey Method: Internet survey using dedicated response tablets
Survey Area: Tokyo 50km radius
Survey period: November 2021
Subjects: Married men aged 20-59 living with children in junior high school or younger
Sample Size: 647 respondents
If you enjoyed this article, you might also like these series
・Target "Dual-Income Dads"!
・The Truth About "Male Parental Leave"
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Author
Hattori Rei
Dentsu Inc.
As a marketing planner, I provide communication planning and branding support for client companies, alongside consulting services for business integration, new business ventures, product development, and employee growth program development. Since 2017, I have served as the representative of Papalabo. I am a family of four with my wife and two daughters. I took paternity leave in 2017.
