New research on dads reveals they are more con­nect­ed emo­tion­al­ly and tech­no­log­i­cal­ly than ever before. Today‰Ûªs dads see their roles very dif­fer­ent­ly from dads of pre­vi­ous gen­er­a­tions. For brands look­ing to con­nect with the dads demo, it‰Ûªs impor­tant to under­stand the major shift this gen­er­a­tion is ush­er­ing in.