In parallel, and in the context of “dual economic anxiety” and global inflation, fathers are experiencing what is known as a “role conflict.” They balance financial stability with family presence. This has been reflected in consumer behavior, with 66.4 percent of fathers prioritizing trusted brands, while interest in loyalty programs and smart deals rose from 26.9 percent in 2021 to 43.1 percent today. Financially, fathers are increasingly focusing on building an emergency fund covering 3 to 6 months of expenses and on flexible investments that support their availability and free time.
