"Make Every Touch Count" Survey
Key Findings – Dads

While Economic Uncertainty Weighs on Children this Father's Day,
Dads Say It Is Bringing Their Family Closer

Dads are more mushy now than ever before

• More than four in five (84%) dads surveyed say they show more physical affection to their own children than their parents did with them. (vs. 78% of moms)
• Dads report hugging and kissing their kids on average five times a day.
• In fact, more than 64% admit to often sneaking their kids a goodnight kiss when they are sleeping, even at the risk of waking them up!

The Power of Touch: Hugs and Kisses Bring Dads Closer to their Kids

• Nearly half (40%) of dads say the #1 thing that contributes to their family's sense of closeness is showing physical affection, like a hug, followed by eating dinner (34%) or discussing the days events (21%).
• Dads believe there are many emotional and physical benefits of touch to their family including: strengthening family bonds (80%); providing comfort (73%); and reassurance (69%); and even helping them reduce stress (52%).
• 58% believe giving their kids lots of hugs also increases their confidence.

Squeeze Out the Stress – Hugs Each Day Keep the Stress Away

• 59% of dads report that their family feels stressed because of the current economy and 74% say the economy has increased the level of stress and anxiety in their family.
• And the stress trickles down to their kids. Kids with dads who have felt increased financial anxiety over the past 12 months are 10X more likely to feel concern, anxiety or nervousness about their family's finances (41% vs. 4%). And among dads nationwide, even those not feeling economic stress (34%) say their children have expressed concern about the economy.
• So how are dads addressing this? Nearly half (47%) say they are showing their kids more frequent physical affection (such as hugs), 52% say they are telling them it will be okay, even if they aren't sure it will; 31% are involving their kids in the family finance discussions.

One Positive Impact of the Economic Crisis: Dads Report Increased Family Closeness

• You might expect the pressure of today's economy to drive families apart, but that's not the case. More than four in five dads (82%) who say the economy has increased their family's stress and anxiety also say that it has made their family closer. The reasons:
  • They are now spending more time at home as a family (66%) and have learned to enjoy the simple things in life (65%).
  • 66% say that they have realized that family is more important than money.
  • 42% of dads say it has made them talk more frequently about their feelings.
• Unfortunately, nearly one-in-five dads (18%) say the economy has made their family grow apart (that's nearly 6.7 million American families). They attribute this to not being able to do as many family activities together (66%) and that unfortunately their focus on finances has taken attention away from their family (61%).

Families in the Public Eye:

• When asked which effects the Obamas have had on their family, 40% of America's dads feel that the Obamas have reminded them of the importance of family and 38% said they are an example of healthy family values. Additionally, more than a quarter (27%) of dads say the Obama family reminds them how much fun family time can be.

About the Make Every Touch Count Campaign:

To encourage family closeness, Lever 2000, the hydrating deodorant soap that leaves skin soft and touchable, making physical affection easy, introduces the "Make Every Touch Count" campaign. People across the country are invited to submit a photograph showcasing how their family embraces the power of touch on www.makeeverytouchcount.com. All who enter the contest will have a chance to win a professional photo shoot and be featured in a Lever 2000 advertisement, among other prizes. In addition, each submission helps Lever 2000 support Boys & Girls Clubs of America, which provides safe places and positive programs for kids and helps them develop close personal bonds.

About the Lever 2000 Making Every Touch Count Study: A National Report on the Power of Touch

Lever 2000 Making Every Touch Count Study: A National Report on the Power of Touch, was conducted among 1,018 nationally representative American parents ages 18+. The interviews were conducted by Wakefield between March 25, 2009 and April 1, 2009 using an e-mail invitation and an online survey. Quotas were set to ensure reliable and accurate representation of the U.S. population of parents ages 18 and older. The study had a margin or error of 3.1%.