Bengaluru: Fathers are playing a significantly larger role in household decision-making than traditional perceptions suggest, but brands may not be evolving their communication strategies at the same pace, according to a new survey by PulseAI Research, the consumer intelligence and insights division powered by Smytten.
Released ahead of Father’s Day, the study highlights how modern fathers are increasingly involved across categories ranging from education and healthcare to financial planning and everyday family purchases.
According to the findings, 92% of fathers surveyed said they actively participate in household purchase decisions, with 37% identifying themselves as the primary decision-maker and 55% making decisions jointly with their partner.
Child education emerged as the category where fathers are most involved, with 66% participating in purchase and planning decisions. Healthcare and nutrition followed at 58%, while children’s toys and entertainment accounted for 55% and financial planning stood at 51%.
When asked where they exert the greatest individual influence, respondents identified healthcare and nutrition (28%), followed by children’s education (20%) and financial decisions (14%).
The report also points to changing family dynamics across generations. Nearly half of fathers surveyed (49%) said they are more involved in childcare and parenting than their own fathers were, while 43% believe they participate more actively in shopping and household purchase decisions. Only 5% reported little difference compared to the previous generation.
Despite this shift, the study suggests many fathers feel overlooked by marketers. Around 38% of respondents said brands continue to focus primarily on mothers when promoting family-oriented products and services. Another 43% said fathers are acknowledged only within broader family messaging rather than being addressed as a distinct audience segment. Just 17% believe brands actively market to fathers directly.
The findings further indicate that some industries are outperforming others in maintaining engagement with fathers throughout the year. Financial services ranked highest, with 55% of respondents identifying the category as actively engaging fathers beyond seasonal campaigns. Automobiles and sports and health-related brands followed at 49% each.
By comparison, parenting products (28%) and grooming brands (26%) recorded lower engagement scores, suggesting an opportunity for marketers to rethink audience targeting strategies as fathers become increasingly involved in family consumption decisions.
Commenting on the findings, Swagata Sarangi, Co-founder of PulseAI Research, said, “The modern Indian father is no longer a passive participant in household decisions. He is actively involved in everything from education and healthcare to financial planning and everyday purchases. What is particularly interesting is that while fathers clearly recognise their expanding role within the family, many do not feel brands have adjusted their understanding of who influences purchase decisions today. As family dynamics continue to evolve, brands have an opportunity to build deeper connections by acknowledging fathers not just as supporting figures, but as active decision-makers and consumers in their own right.”
The findings suggest that as parenting responsibilities continue becoming more collaborative, brands across categories including financial services, healthcare, parenting, education, and family consumption may need to revisit longstanding assumptions around household purchasing behaviour.
Methodology:
PulseAI Research surveyed 600 fathers across India representing varied age groups, professions, income segments, family structures, and both metro and non-metro markets to understand their evolving role in household decisions, parenting, and perceptions of brand engagement.
