The role of the father in our society is undergoing a profound transformation, characterised by greater day-to-day involvement in childcare. This significant cultural shift brings with it not only greater involvement, but also a new awareness of the complexity of the parental role.
According to the latest Eumetra Parents survey, a growing number of fathers recognise the need to balance work and family life. By 2025, 40% believe compromises will be necessary, up from 33% in 2024 and 31% in 2023. This reflects a shift towards greater participation and responsibility in managing family life rather than a sacrifice.

“We are witnessing a structural transformation of the father figure, who is becoming more involved in daily care and increasingly moving away from a traditional role,” comments Marco Gastaut, CEO of Eumetra International. “This evolution is accompanied by a greater awareness of the burden — including the mental strain — that parenthood entails. It is a sign of maturity: the more fathers participate, the more they develop a realistic and profound understanding of the challenges linked to balancing private and professional life.”

At the same time, there has been a shift in how fathers assess themselves: 17% now feel fully fulfilled as both individuals and parents. This highlights how, compared to the past, a more realistic and less idealised view of parenthood is emerging, one that is now experienced with greater depth and awareness. Their assessment of their own parenting role is also part of this shift: 40% of fathers describe themselves as good parents. Rather than indicating a loss of confidence, this result reflects higher standards and a greater sense of responsibility towards their role.

Overall, the emerging picture is one of evolutionary fatherhood: fathers are more present and involved, and are increasingly becoming an integral part of a co-parenting model. This is a journey that brings great satisfaction but also new challenges, especially in a social and working environment that still offers limited ways to fully reconcile private and professional life.

The result is a mixed picture: on the one hand, the richness that the relationship with one’s children can bring, and on the other, a growing awareness of the commitment required. This maturity in fatherhood is reflected in a more balanced and shared role within the family.

The Parents Observatory (results available from January 2026) takes an in-depth look at the experiences and daily choices of European families with children aged between 0 and 18. It gives a voice to the children themselves, who are playing an increasingly leading role in family decision-making.

In particular, the Observatory investigates:

  • how various parent profiles define themselves and behave today;
  • which communication levers trigger attention and trust;
  • how the relationship with the brand has changed;
  • how to generate memorable experiences and brand loyalty;
  • how consumer dynamics are changing, and which touchpoints to focus on.

This is a valuable opportunity to gain insights that can be used to design marketing and communication strategies that are more effective, engaging and relevant for the whole family.

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