
Published 13 June 2024
Marta Mąkolska
With Father’s Day (June 16) spending in the US alone expected to reach $22.4bn (NRF, 2024), shrewd brands are relaying fresh fatherhood narratives. Dove celebrates alternative father figures via real stories and a chance to be featured in The New York Times (NYT); Walmart’s animated short film depicts Black fatherhood, and Indian delivery platform Zepto plays on a rom-com trope.



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The Youth Marketing Strategy Festival 2026 (YMS, May 21, London) assembled agencies, strategists and brands including Adidas, KFC, Expedia, Oatly, Boots and Currys to discuss engaging Gen Zalpha. Vital topics included new spending personas, weird content and chaos marketing, the ‘laws of cultural relevancy’,...