TORONTO, ONTARIO--(Marketwired - June 19, 2015) - Initiative, part of the global communications network IPG Mediabrands, has released a new global study into Millennial dads (aged 25-34), which indicates that fatherhood brings with it a new lease of life and a greater sense of optimism in spite of wider economic uncertainty.

In fact, the study - conducted in 19 markets worldwide, including Canada, to help give Initiative's clients a greater understanding of this all-important audience - shows that millennial dads are re-defining fatherhood. Enthusiastic, hands-on, confident and financially aware; they are an exciting and lucrative audience, and advertisers need to craft their communications in a way that will enhance these characteristics.

The study also painted a wider social and cultural picture of a group redefining itself and embracing fatherhood - in what some would see as a challenging economic situation - as an opportunity to lead a bolder, entrepreneurial and more creative life. (Adam, 34 from Toronto, summed up the impact of becoming a father as "My life has changed immeasurably since becoming a dad. Suddenly your child is first and foremost - the number 1 priority. Everything else is secondary.")

This redefined group sees fatherhood as an opportunity to 'knuckle down' and refocus, which in turn leads to a change in priorities. (Ben, 29 from Toronto, said "I don't live to work anymore. Being a dad is more important than being an employee.")

The study revealed that:

Being a dad makes millennials concerned about future finances -

  • 65% worry about having enough to retire on (only 44% of millennial men without kids worry about this)
  • 53% are saving for a pension only 33% of non-dads have pension)

Millennial dads are entrepreneurial and ambitious -

  • 35% of millennial dads want to set up their own business in the next two years, compared to 26% of non-dads
  • 35% say that money is the best measure of success, whereas only 28% of non-dads say this is the case

Millennial dads are more connected -

  • 81% own a smartphone (compared to 76% of millennial non-dads), and over half own a tablet (51%, down to 41% for non-dads)
  • 42% believe that being able to go online throughout the day has improved their life

Fatherhood shifts how they shop -

Millennial dads are more 'active' and savvy shoppers who seek out more information about household goods. ("We care about what food we're feeding our daughter, and want to use cleaners that have less chemicals. So we do a lot of online research to make sure we're getting the most baby-friendly products," said 31 year old Rick from Toronto.)

  • Online research is the number one source when planning to purchase something new- 83% of millennial das use this resource, compared to only 73% of millennial non-dads.

Adam Luck, President Initiative Canada, said: "Our study revealed a how unique a group millennial dads are - they are the most optimistic and informed fathers of any generation.

Overall, the story for millennial dads was overwhelmingly positive; and interestingly, this was a global trait, not just in Canada - showing that millennials are redefining fatherhood all over the world."

Notes to Editors

About Initiative Millennials Mums and Dads

Last year, media agency Initiative undertook a large scale quantitative global study of millennials - speaking to over 10,000 of them in 19 markets. The study quickly made them a leading authority on the millennial audience. In this latest piece of work, Initiative has broken this data down and looked at the Millennial Mums and Dads cohorts in more detail. The study was supplemented with qualitative research carried out in Toronto.

About Initiative

Initiative is a global communications network within IPG Mediabrands, one of the world's preeminent media services entities and part of Interpublic Group (NYSE:IPG). Initiative believes in four basic principles when solving our clients' business challenges: fast, brave, decisive and simple. Fast and responsive to the changing world of business. Brave in tackling serious issues. Decisive with our insights, opinions and recommendations and committed to making marketing complexity simple. This approach is conveyed by our talented team, industry leading tools, processes and behaviors. Initiative employs more than 2500 creative and dynamic colleagues in 94 offices in 73 countries managing approximately $14 billion in billings annually. Initiative's comprehensive range of communications services include: insight and strategy, analytics, media planning and buying, digital communications, branded content creation, evaluation and accountability services and social media strategy and community management.

Contact Information:

Andrew Findlater
SELECT Public Relations
(416) 659-1197