The Modern-Day American Dad: Conservative, Fat, and Unwilling To Let His Woman Stay Home

The Modern-Day American Dad: Conservative, Fat, and Unwilling To Let His Woman Stay Home

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.[....]

They should have asked the dads if they read to their kids. That would have been interesting to find out.

I don't know how I missed this the first time I read this thread. I read to one or both of my kids every night. I was out of town on business the other night and I missed being able to do that.

Thank you. Stay at moms have to toughen their hides for the casual barbs flung their way. At first it can be a little hard but the pay offs for family life are so great that soon its obvious to everyone.

When I was a kid there was a saying that most people had, "we were poor but we didn't know it". When I got older I found out why. We always had mothers there when we needed her. Fathers worked hard to put food on the table and a roof over our heads. We kids never went without what we needed which are mostly immaterial things.

I recently asked my college-age son if he remembered the time when we had little money (less then 10 yrs ago). He doesn't. His answer told me all I needed to know about the choices I made.

"Would you rather your wife go out and work, than have her stay home with the kids?"

When the kids are little under 12 or so mom should be home. Once they get older mom can work; if she wants.

We've been doing ok on my salary alone so when my wife jumps back in to the labor pool I'm looking forward to a nice boost.

I would never want to be married to a 'career-woman'.

What a nightmare. I don't want a woman who is work-focused, I want a woman who is home and hearth and children focused.

Remember the days when mamma made us dress up when daddy came home from work? : )

Oh, My God...

I would do anything to live in that world and I would give the world to any woman who would do things like that for me.

I agree with you. I think it is nice to know that the grass is green on both sides of the fence. And taking care of wonderful kids is a great honor. It just that I am not using the skills I trained myself for but it is still very enjoyable. I honestly believe that parents in general are Saints. Those wonderful cute and loving children just don't realize it until....thirty/forty years later. Then it is your turn to spoil and get a good giggle watching your offspring say the same things you told them once long ago in a galaxy..... (I am getting a good laugh watching my sister interact with my nephew. Personality wise they are twins!)

I hardly have a designer living room. LOL! I have a friend who everytime I complain about being stressed or a HUGE mess my kids have made (last week my son experimented in the kitchen and somehow thought the Maid Fairy would just take care of it) she tells me how much easier my life would be if I would just send my children to school.
On this thread I believe I was just commenting on how I so often hear men on here talking about how they expect to come home to always have a clean house. I remember on an email list I used to be on one lady's husband thought if he was working 8 hours a day, she should be cleaning 8 hours a day.

Please contact my husband @ letmestayhome.com. ;)

Just kidding...we don't & probably will never have kids 'cause I've always worked. Take from that what you will. LOL

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