Dad Core: Just Parenting, Thanks
He’s wearing On sneakers, quoting Atomic Habits, packing bento boxes, and has Dr. Becky's scripts memorized. The modern dad is here, and he’s sort of crushing parenting. Why is no one noticing?
Moms—this one’s for you, but also not just you. Because more and more dads are showing up. They’re doing daycare drop-off, packing lunches, texting the pediatrician. They’re in the bedtime trenches, on the parent threads, and—yes—on TikTok talking about toddler meltdowns.
According to The Economist, it’s the best time in history to be a father. But culturally? You wouldn’t know it. No one’s really watching. No one’s writing policy for dads. Brands still market to moms (exception here). Schools still call us first. The mental load still lives on our side of the fridge.
Except maybe on TikTok—where Mormon dads dance in matching sweatsuits and push high-end strollers to trap beats. The algorithm sees them. But the culture at large? Still catching up.
Last weekend, my husband took our son camping. Just the two of them. I stayed home. No logistics to manage. No child to make ten breakfasts for. And I had this thought: The present dad isn’t the exception, so why hasn’t the narrative changed?
The Atlantic recently asked, “What if Dad is the Default Parent?” It’s already happening. Just not everywhere, but why?
Let’s get into it.
Guys, The Modern Dad Is Here
72% of dads say they’re more involved than their own fathers were.
88% of dads today say being a parent is extremely important to their identity.
Influencer marketing platforms report a 160%+ increase in campaigns targeting “dadfluencers.”
On TikTok, hashtags like #dadlife (27B+ views), #dadsoftiktok, and #gentledad are exploding.
Still, only 3% of diaper ads in 2022 featured a dad.
What’s Changed? Changing?
Stay-at-home dads aren’t a niche. Co-parenting isn’t cute. It’s just what parenting looks like now.
WFH made dads witnesses. Pre-2020, most dads missed the midday meltdowns. Then came remote work—and suddenly they were home for nap fights, snack logistics, and every chaotic minute in between.
Soft is the new strong. Therapy-speak and “doing the work” are now marks of evolved masculinity. Dads talking about burnout and bedtime battles? Not cringe. Kind of hot, actually.
If it’s viral, it’s valid. #DadTok reframed fatherhood as content worth watching. Funny, competent, emotionally present dads became scrollable—and aspirational.
Brands are waking up to the dad demo. Turns out dads feed their kids too. Enter: Tan France for Bobbie, dad diaper bags, stroller clubs, and baby gear ads that is slowly starting to include dudes.
Welcome to DadTok: Funny, Feeling, and Fully Involved
Today’s dads are doing the most—and documenting it. They’re emotionally available, algorithm-savvy, and deeply invested in the snack aisle. Like it or not, here’s who’s shaping the next chapter of fatherhood online:
The Gear Dad: Part tech blogger, part parent forum king.This is product parenting with a spreadsheet.
→ Signal shift: From ??? to competent, and low-key leading the baby registry game.
The Stroll Club Dad: Dad walks, but make it editorial. This is fatherhood with style, community, and a little merch on the side.
→ Signal shift: Dads as culture-makers, not just plus-ones.
The Longevity Dad: AG1 meets gentle parenting. He’s doing cold plunges, tracking HRV, and talking feelings—all before preschool drop-off.
→ Signals a shift: Wellness isn’t just a mom thing anymore.
The Soft Skills Dad: He’s not yelling—he’s regulating. Big on nervous system talk, low on timeouts. Think therapy speak in a dad hat.
→ Signal shift: Emotional labor isn’t gendered—it’s learned.
The Content Dad: He’s dancing, he’s lunch-packing, he’s selling snacks. This is default parenting with main-character energy.
→ Signal shift: Fatherhood isn’t invisible—it’s kinda going viral.
Momstincts: Where this is all headed?
More Dads, Same Default: Yes, dads are showing up in new ways. But the systems? Still treating them like the backup parent. As long as pediatricians and parenting brands route everything through mom, we’re just putting new dads into an old machine. Expect more conversations (and maybe dad strikes) around equity and visibility. Proof point.
From Participation to Partnership: We’re moving past “look at that dad helping!” to a model where caregiving is shared by default. Think: paternity leave with no side-eye, baby carriers that don’t scream “mom bag,” and schools where either parent is the first call. Brands will shift language from “supporting dads” to “centering co-parents”—not just a nod, but a norm. Proof point
Content ≠ Community: Dadfluencers are growing—and so are their followers. But content can’t replace connection, which we know is lacking for men. Dads are showing up online because they’re not being seen IRL. The next social wave? Micro-communities (even new coaching apps) for co-parents—platforms built for emotional support, resource swapping, and real conversation. Proof point.
The Cultural Reframe Is Coming: Until now, the “good dad” image has been narrow: stylish, queer, emotionally fluent. Which is great—but where’s the messy, straight dad who’s trying his best, too? We’re overdue for a wider, weirder dad narrative. One that includes softness, mistakes, spreadsheets, and real talk about screen time. Proof point.
TL;DR Dad Core isn’t a trend. It’s a shift. The question isn’t whether dads are showing up—it’s whether the rest of us are ready to meet them there.
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Thanks for being mom friends :) s/o to all the amazing dads out there.