Skip to comments.The Modern-Day American Dad: Conservative, Fat, and Unwilling To Let His Woman Stay Home
Posted on 06/14/2004 6:54:52 PM PDT by summer
The Modern-Day American Dad: Conservative, Fat, and Unwilling To Let His Woman Stay Home
Euro RSCG Worldwide Unveils Trends Taking Shape Among U.S. Dads
NEW YORK, June 14 /PRNewswire/ -- As children head to the malls to buy ties and cologne for dear old dad for Father's Day, Euro RSCG Worldwide, a global communications agency, has undertaken an online survey that reveals just who these modern-day dads are. The findings might surprise you.
It turns out Dad is one complicated guy. On the one hand, he's a big old traditionalist -- opposed to same-sex marriage, in favor of spanking, more opposed to divorce. On the other hand, he's less likely than his wife to think it's OK for a woman to stay home with the kids, and he's more likely to enjoy grocery shopping. Who knew?
"What our study has revealed is that there isn't just a gender divide in America, there's also a divide between men who are dads and men who aren't," says Marian Salzman, EVP and Chief Strategy Officer of Euro RSCG Worldwide.
"Today's dad is much more conservative on social issues, and this may have to do with the fact that, even as men are being called on to be more nurturing and involved, their traditional role as 'protector' has become much more difficult. In addition to all the old threats children faced, including substance abuse and hanging around with the 'wrong crowd,' there is now school violence, inappropriate media content available in the home through multiple channels, and, of course, the threat of terrorism. Dads seem to be the ones trying to hold back the line."
In February 2004, Market Probe International surveyed 1,982 Americans online on behalf of Euro RSCG. Among the findings:
* Dads are more likely than their wives to let the bible into the bedroom: 44% of dads say religion factors into their sex lives. In contrast, only 38% of non-dads and 35% of moms agreed.
* Someone forgot to tell dads that they were the ones who wanted to keep women out of the workforce in the first place. Now more women want to return to the home, and men won't let them! A great majority of moms surveyed (83%) think it's fine for a woman to be a homemaker and not do paid work. In contrast, only 66% of dads (and 60% of non-dads) agree with the wife-as-homemaker idea.
* Dads are also significantly more likely than their spouses to believe that divorce should be the absolute last resort (86% of dads agree vs. just 75% of moms).
* Fully 60% of dads consider monogamy a natural state for human beings, compared with just 47% of non-dads and 61% of moms.
* And speaking of sex ... they want it. An overwhelming 81% of dads believe men and women are entitled to expect regular sex from their partners. Tough luck for a lot of them, since only 65% of moms (and 56% of non-moms) feel the same way. Interestingly, only 68% of non-dads think regular sex should be expected, suggesting they may be less frustrated by the conjugal killers known as "children."
* Does the modern-day dad talk openly with his kids about sex? Not on your life. Only 42% of dads do so, compared with 56% of moms.
* When dads do talk about sex, it's not likely to be about anything other than heterosexual unions. Compared with women and non-dads, the fathers in the sample were substantially less likely to agree that same-sex partnerships/"marriages" should be accorded the same status as man- woman marriages. Only 27% of dads support same-sex marriage, compared with 34% of moms, 37% of non-dads, and a whopping 47% of non-moms.
* Is shopping fun? Not according to dads. Just over one-third (38%) of dads said they enjoy shopping and consider it a recreational activity, whereas most moms (55%) feel that way. That might explain all the men slumped on benches at the mall. One thing they do enjoy more than their spouses is food shopping: 41% of dads vs. 39% of moms consider that among their favorite chores.
* A clean home may be a sign of godliness, but it has nothing to do with manliness, say a majority of dads. Only 31% of dads agreed they enjoy shopping for household cleaning products and consider a clean home "fundamentally me"; in contrast, a slight majority of moms (51%) feel that way, as do 48% of non-moms. Non-dads? Fuggedaboutit. Only 25% agreed with that statement.
* Someone forgot to tell dads about metrosexuality. Just 6% of them read fashion magazines, follow fashion seasons, and notice new collections. Twice as many non-dads (12%) do so.
* Nonetheless, 81% of dads claim to take pride in their appearance. That's not quite as many as moms (88%), but it's more than non-dads and marginally more than non-moms (76% and 80%, respectively).
* Spare the rod? No way, say a majority of American dads: 55% of dads in the sample (and 53% of moms) consider spanking an appropriate disciplinary technique.
* 45% of dads (and 51% of moms) consider themselves better parents than their own parents were. Only 13% of both groups believe the opposite.
* A very substantial 82% of dads (and 79% of moms) say they are much more aware of the nutritional/health value of foods than they used to be, but that hasn't stopped 59% of them (and 63% of moms) from considering themselves overweight. Part of the problem is that nearly two-thirds of dads (65%) are less physically active now than they were 10 years ago. Only 59% of moms, 51% of non-dads, and 49% of non-moms are less active today.
"The modern-American dad stands out from the rest of the population on so many important issues," says Salzman. "What we find most interesting from a trends perspective is this postfeminist role reversal in which men are vying to keep women in the workforce while women are trying to move back to the home. Today's dad is eager to keep some things as they were in the mid-20th century, but< he's unwilling-and perhaps unable-to shoulder his household's financial burden without help from his spouse. This has important implications for marketers, certainly, but it also is having a tremendous impact on American life. As men and women increasingly seek a better life-work balance, we can expect to see even more of a clash within households in which both partners are looking to pull back on the work front. We may well see a stronger trend toward downsizing and simplification among couples who are willing to have less in order to be able to do less."
For more information on Euro RSCG's Prosumer Pulse(R) 2004 study or to arrange an interview with one of its authors, please contact the person listed below.[....]
So, is this survey true? Would you rather your wife go out and work, than have her stay home with the kids? This survey says the men want their women out working at a paying job!!!
I thought FR was for non-fiction news stories.
Well, it's a survey - isn't that news?
All right, who accessed my personal files and read my mail?
If a survey concerns trends about people's attitudes, then I would consider that news - especially in an election year.
I wasn't aware that shopping for household cleaning products was something one either enjoyed or didn't enjoy - it's just something you have to do. Oh yes! I am absolutely thrilled to be buying a couple of cans of cleanser! You have no idea!!!
Too bad. You guys who insist on working wives don't know what you're missing.
Oh, I think there are in fact some dads who GREATLY enjoy shopping for cleaning products!
Yeah, other than the sex discussion question there was nothing about how dads interact with their kids in helping them grow. Homework? sports? intelectual (arts, sciences)? what?
My husband became angry that I was home with the children and crashed his business so I would have to be an equal or greater partner in the financial end. Mind you I was the homeschooling breadbaking half of the family. I guess supporting a family is too much for some men ... long term.
Thank you for ALSO noticing that omission! :)
Am I missing out on something new?
Yes, I think my wife is better socialized when she works, plus I like the extra money to pay bills.
I don't need a Stepford Wife. However, I might consider a test drive when they arrive at the wife lots.
If I read the survey correctly, 66% of the dads are OK with the wife as homemaker. Thats 2 out of 3 which probably covers those with more traditional values.
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