Millennial dads are influencing household purchases as they take a more active role in running their households. A recent Tide advertisement depicts a dad involved with his daughter and competently doing the laundry, highlighting this cultural shift. "Whether you are introducing a packaged good in a grocery store, touting a cleaning product in a drug store, or simply advertising a new product, dads have a say in many of the household purchase decisions, especially when it comes to products for their children," writes Babette Gilmore.

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