We’ve told brands not to forget about Millennial dads, who want to be acknowledged for the role they play in childcare—and research continues to support the idea that this generation of fathers wants a more equal part in kid raising.

We’ve told brands not to forget about Millennial dads, who want to be acknowledged for the role they play in childcare—and research continues to support the idea that this generation of fathers wants a more equal part in kid raising. A survey from Google and Baby Center found that 88% of dads 18-34-years-old think it’s “important to be the perfect dad,” and 72% say they have at least some responsibility for shopping for their children or household. (Baby Center)