Study: 69% Of Aussies Think Father’s Day Is A Corporate Sham!

Study: 69% Of Aussies Think Father’s Day Is A Corporate Sham!
SHARE
THIS



A new YouGov study into Australians’ view of Father’s Day (it’s this Sunday, if you’d forgotten) has found that 69 per cent of us think the day is just a ploy by retailers to get us to fork out on expensive gifts and cards.

The study, of 1000 Australians, also found we’re pretty stingy when it comes to dad’s special day. The majority of us (60 per cent) spend less than $20 on dad, and only 19 per cent admit to spending more than $50.

By contrast, just 14 per cent of Australians are not planning on getting their father a gift.

Aussies seem to have a clear idea about what they will buy their fathers this year. Out of a list of twelve options, the most popular choices among respondents were: a card (27 per cent); gift vouchers (25 per cent); a meal (24 per cent); clothing (20 per cent); and alcohol (17 per cent).

YouGov’s research also shows that Aussies know what their fathers want. When asked what they want to receive on Father’s Day, the most popular choices were very similar to those that they are set to receive. Fathers’ top choices were: a meal (35 per cent); gift vouchers (31 per cent); a card (25 per cent); alcohol (19 per cent); and clothing (19 per cent), suggesting gift-givers are very in tune with what their fathers want from Father’s Day.

70 per cent of men believe a father’s main role should be to provide for the family

The vast majority of Aussies believe that fathers play an important role, but this declines among younger generations. Overall, four-fifths of respondents (82 per cent) believe fathers are instrumental in bringing up children. This rises to 88 per cent in those over 55 but falls to 70 per cent among those aged 18-24.

And more than eight in ten (84 per cent) still believe that Father’s Day provides a good opportunity for families to spend time together.

However, genders are divided about what the role of a father actually is. While 70 per cent of men believe that a father’s main role should be to provide for the family by working and earning money. Just half (53 per cent) of women agree.

Younger generations are twice as likely to believe that mothers should have more custody rights than fathers

Despite widespread agreement that fathers play an important role in bringing up children, generations diverge about who should be the primary caregiver when parents divorce. Though eight in ten (81 per cent) believe that both parents should have equal rights, those aged 18-34 are twice as likely to believe that the mother should have more rights over the custody of the children than those over 55; 14 per cent of young people believe this, compared with six per cent of those over 55.

Latest News

News.com.au Unveils New Homepage
  • Media

News.com.au Unveils New Homepage

Australia’s leading national news website news.com.au today unveiled a new homepage. As the gateway to Australia’s largest news website, the news.com.au homepage delivers 135 million page impressions per month. The redevelopment of the news.com.au homepage has been designed to evolve the brand into the next decade with plans to roll out continued updates across the […]

Study: Startup Mentality Defined By Culture More Than Age Or Size
  • Marketing
  • Media

Study: Startup Mentality Defined By Culture More Than Age Or Size

The lines between startups and corporates should no longer be defined by organisation size, but by the kind of culture they foster, a panel of top marketers have agreed. Some of Sydney’s top marketers – including Guzman y Gomez CMO Lara Thom, Outdoria CEO Nick Baker, Menulog’s head of marketing Tasman Page and Facebook ANZ’s […]

Cupcakes on a cake stand with sparklers
  • Media

The New Daily Turns Five

Online news site, The New Daily, the brainchild of industry super fund boss Garry Weaven and former Age and Herald Sun editor Bruce Guthrie, turns five this week. It boasts a monthly Google audience of more than two million and close to 500,000 daily subscribers. It’s impressive climb up the Nielsen news site rankings – from outside […]

Nielsen: Aussies Aged 50+ Spent Most Time Online With News
  • Media

Nielsen: Aussies Aged 50+ Spent Most Time Online With News

Nielsen Digital Content Ratings monthly-tagged data for October 2018 revealed that more than half (52 per cent) of the total time spent online consuming news-related content during October 2018 was by Australians aged 50 plus. Desktop was the device of choice for Australians accessing news stories online, contributing to close to half (49 per cent) […]

Haystac Shakes Up National Leadership Team
  • Media

Haystac Shakes Up National Leadership Team

Haystac, part of the BWM Dentsu Group, has announced three key changes to its national leadership team as the agency evolves to service the needs of major national and global brand clients. Haylie Marchant moves into a new national role, as head of strategy at Haystac. Formerly the general manager of Haystac Brisbane, Haylie will drive Haystac’s new […]

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia
  • Marketing
  • Media

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia

Creative agency VIRTUE has introduced a number of key hires, innovative campaigns and an expanding roster of clients within its newly established Sydney office. VIRTUE is the creative agency born from global youth media company VICE, and will service the whole of Asia-Pacific from three offices in Sydney, Singapore and Seoul. The agency aims to […]