Across retail, financial services and public policy, organisations are recognising involved fathers as a distinct customer segment with their own needs, behaviours and purchasing decisions.
Brazilian menswear brand Reserva partnered with child safety company Safety 1st to launch what it describes as Brazil's first dedicated paternity product collection. Introduced on 14 July, the range includes a baby carrier, stroller, paternity backpack and organiser bag, while Reserva reinforced the positioning internally by extending employee paternity leave to 45 days.
Dubai-based entrepreneurs launched Good Husband, an AI coaching app that helps men navigate difficult conversations with their partners. Powered by Anthropic's Claude, it offers private, real-time support for emotionally sensitive discussions, letting users choose a Warm or Direct tone (or their own voice) and switch on Coaching Mode to unpack the emotional dynamics behind different responses. A premium Better Husband tier builds a detailed relationship profile, tracking anniversaries and conflict patterns for more tailored advice.
UN Women, through its Dare to Care programme, is working with fathers across Jordan, Egypt and Morocco as part of its wider TransformCare initiative, now active in more than 50 countries. Supported by the governments of Sweden, Germany and Spain's Basque Country, the programme uses peer mentoring to encourage fathers to take a more active role in caregiving and household responsibilities, helping reshape family norms across generations.
Many organisations still design for "parents" while unconsciously designing primarily for mothers. Revisit your customer journeys, product portfolio and communications through the lens of modern fatherhood.