There’s no denying it– the family structure as we once knew it is changing. Women are taking more prominent roles in the workplace and men are becoming active partners in the household, being more hands-on with their children. Fathers’ changing roles in the household is making advertisers shift how they market their products. It is becoming increasingly popular to use #dadvertising to reach the modern dad. As part of the go to market strategy for @Emulait, I’ve segmented our website’s traffic by gender, and discovered the traffic was roughly 55% female vs. 45% male. Dads are as interested in baby bottles as moms! Incredible. This shift in consumer behavior is a win for our generation. When kids grow up in homes with more active fathers, they can model the same behavior.