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

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever
  • Opinion

Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever

In this guest post, CEO of Delacon, Michael Center (pictured below), argues in favour of something we don’t hear too much a bout these days – the good old fashioned telephone… It’s 142 years since Alexander Graham Bell made his first call on 10 March 1876 to his assistant Thomas Watson, where he uttered the […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]