A new survey has uncovered that one in five Brits would swap their father if given the chance, challenging the idealised image of the perfect dad. The research, conducted by online greetings card marketplace thortful, reveals that many people feel pressure to buy Father's Day cards out of obligation rather than genuine affection.
Key Findings from the Survey
The study found that 33% of respondents pretend to have a better relationship with their father than they actually do. Additionally, one in four people said they would rather celebrate their mother than their father on Father's Day. These findings bust the common myth of the hero father, which often leaves people struggling to choose the right card.
Thortful's Campaign: 'Dad's not perfect… but'
In response to the research, thortful has launched a new campaign called 'Dad's not perfect… but' ahead of Father's Day on June 21. The company is offering 50 specially designed cards that acknowledge the complexities of father-child relationships, including loss, absence, distance, or difficult dynamics.
Andy Pearce, founder and CEO of thortful, said: 'Father's Day can bring up a real mix of emotions. My own experience of losing my father was one of the catalysts for this campaign, because I know first-hand that the day does not look or feel the same for everyone. Our research shows that plenty of Brits are navigating relationships with their dads that are more complex than traditional cards tend to allow for, and we wanted to create a range that makes space for that.'
Pip Heywood, MD at thortful, added: 'Our research shows that Father's Day messaging needs a reality check and at thortful we are championing a new kind of Father's Day – one that reflects real life, not just clichés. Ultimately, we want to help people mark Father's Day in a way that is true to them, without the pressure to pretend their relationship is something it is not.'
The alternative Father's Day card range is available on thortful's website. The campaign aims to provide honesty, humour, and genuine relationships, giving people a way to mark the day that reflects their actual relationship.
