As new survey reveals self-doubt among dads, Carter’s invites kids to share heartfelt messages of affirmation for Father’s Day
Key Facts
- A new Carter’s survey reveals widespread self-doubt among dads: 74% question whether they’re doing a good job and 59% compare themselves to others
- To give dads a confidence boost ahead of Father’s Day, Carter’s is launching “Dadfirmation Station”—a national hotline where kids across the country can share messages of encouragement, appreciation and advice for dads and father figures
- From June 16 to June 21, kids can call 1-844-DADS-RULE to record their messages, and then on Father’s Day, dads nationwide can dial in to hear them
Carter’s Inc. (NYSE: CRI), North America’s leading apparel company dedicated exclusively to babies and young children, has launched “Dadfirmations,” a first-of-its-kind national hotline designed to celebrate and encourage fathers ahead of Father’s Day with heartfelt messages recorded by children.
The initiative comes as new research commissioned by Carter’s reveals that many fathers experience self-doubt despite playing an increasingly active role in parenting. According to the survey, 74% of dads admit they question whether they are doing a good job as parents, while 59% compare themselves to other fathers. Additionally, 84% say they feel pressure to appear as though they have everything under control.
To help boost dads’ confidence, Carter’s is inviting children across the United States to share words of appreciation, encouragement, and advice through the “Dadfirmations” hotline. From June 16 to June 21, children can call 1-844-DADS-RULE to record a short message celebrating their dad or father figure and recognizing the everyday moments that make them special.
On June 21, fathers can call the same number to listen to a rotating collection of these uplifting messages, offering a heartfelt reminder that their efforts and dedication are making a meaningful difference.
The campaign aligns with findings from Carter’s research showing that 65% of dads say what they want most for Father’s Day is simply words of affirmation, highlighting the emotional value of recognition and appreciation.
“Today’s dads are more engaged than ever, but like every parent and partner, they’re also learning and growing every day,” said Sarah Crockett, Chief Marketing Officer at Carter’s, Inc. “No one has all the answers when it comes to parenting. We’re all figuring it out as we go, and moments of uncertainty are simply part of the journey. Through ‘Dadfirmations,’ Carter’s hopes to give dads a meaningful boost of encouragement and confidence.”
In addition to the nationwide hotline, families can also record “Dadfirmations” in person at select Carter’s retail stores between June 16 and June 21. Participating locations include Gastonia, North Carolina; Atlanta, Georgia; Schaumburg, Illinois; Freehold, New Jersey; Stoneham, Massachusetts; Tustin, California; and Frisco, Texas.
With the launch of “Dadfirmations,” Carter’s aims to remind fathers that even the smallest words of encouragement can have a lasting impact, reinforcing the important role they play in their children’s lives every day.
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