Every June the internet explodes with listicles: “27 Father’s Day Gifts He’ll Actually Use,” “Top 10 Things Dad Really Wants,” “The Best Gifts for the Dad Who Has Everything.” But why so many? Why does Father’s Day, unlike say, Mother’s Day, seem to spark such a frenzy of guesswork? The answer says less about dads being “hard to shop for” and more about how we understand (or misunderstand) fatherhood.

The Cultural Fog Around Fatherhood

For decades, the dominant cultural script cast fathers as providers, disciplinarians, or distant authority figures. That left little room for emotional nuance, or clear communication about what dads might want, especially in the context of family appreciation.

So when Father’s Day comes around, many people are left guessing. What does dad want? A new grill? A power tool? Just to be left alone for the afternoon?

We don’t ask these questions because dads are mysterious. We ask them because culturally, we’ve been a little out of practice when it comes to listening to or celebrating fathers beyond their functional roles.

Because Fatherhood Is Evolving

Today’s dad is as equally invested and involved as today’s mom. But marketing and media haven’t quite caught up. Instead of recognizing dad as a fully competent parent, many brands still cater to the “man cave” fantasy, the lawn-mowing archetype, or the dad-as-jokester trope.

That gap between real dads and stereotyped dads creates confusion, and more lists. We’re trying to pin down what kind of dad we’re shopping for in a culture where the true image of fatherhood shifted a long time ago.

Because Dads Don’t Always Say What They Want

There’s also the simple fact that many fathers don’t articulate what they’d like. Not because they don’t have preferences, but because many men are conditioned not to express desire. They tend to put others first, namely, their spouses and children. This is what’s called decorum. They’re fine with giving their families the spotlight. This is the reason dads are in videos and photos less often. They’re the ones holding the camera and letting others be seen. Dads also may not articulate what they’d like because it’s practical or tied to productivity. So instead of saying, “I’d love a handwritten letter,” or “Let’s spend the day together unplugged,” many dads default to “I don’t need anything,” which leaves loved ones scrambling for clues. Cue the onslaught of online gift guides.

Because Marketers Still Don’t Know How to Tie Emotion to Dads

Let’s be honest: emotional tone doesn’t sell as fast as grills or ties. Many brands lean into clichés because they’re safe and familiar. But they miss the mark when it comes to what many dads actually want: to be seen, appreciated, and included in the emotional core of the family. Without question, they want to hear “I love you.”

Lists keep multiplying because we’re still trying to decode what fatherhood really means, and what appreciation should look like for someone who gets excluded in marketing copy and visuals. Peruse dadmarketing.com and you’ll be shocked at the number of companies still ignoring fathers today.

So…What Do Dads Want?

It’s different for every father, of course. But more than socks or steak knives, many dads want to feel respected, trusted, and loved for who they are, not just what they provide.

Maybe the real question isn’t what to buy dad, but how to recognize him.

And until that becomes the norm, we’ll keep scrolling through lists, searching not just for the perfect gift—but for a clearer picture of fatherhood itself.