A new report from McCain UK and charity Beyond Equality has revealed growing concerns among dads about staying emotionally connected to their sons as they approach their teenage years.
The report, titled The ‘Dad Joke’ Effect: How Shared Laughter Keeps Pre-Teen Boys Close, found that 63% of fathers of boys aged 7–11 fear their son will drift away during adolescence, while 54% admitted they want a deeper relationship with their child but are unsure how to achieve it.
The research explores the emotional challenges many fathers face while raising boys and highlights how humour and playfulness could be key to maintaining strong family bonds.
Fathers Feel Pressure Around Traditional Masculinity
According to the study, more than half of dads surveyed (55%) feel pressure to raise their sons according to traditional masculine stereotypes. As boys move from childhood into adolescence, many fathers reported that emotional communication becomes increasingly difficult.
Some of the biggest challenges identified include:
- 38% struggle to spend enough quality one-on-one time with their son
- 33% find it difficult encouraging their son to talk openly about emotions
- Only 22% said sharing emotions comes naturally to them
- 30% admitted emotional conversations were not part of their own upbringing
Experts at Beyond Equality explained that boys often begin childhood with a broad emotional range, but gradually start “self-policing” emotional behaviour due to societal expectations, peer influence, and media portrayals of masculinity.
Breaking Generational Parenting Patterns
The report also revealed that many fathers are actively trying to parent differently from previous generations. Nearly 60% of dads said they do not want to raise their sons in the same way their own fathers raised them.
Meanwhile:
- 42% said they laugh and play more with their sons than they experienced growing up
- Many fathers are seeking more emotionally open relationships with their children
The findings suggest modern dads are increasingly prioritising emotional connection, communication, and quality time over outdated stereotypes.
Joe Marler and Rankin Front New Campaign
To bring the campaign to life, renowned photographer Rankin created a new portrait series featuring fathers and sons from across the UK, including former rugby player and TV personality Joe Marler alongside his son Jasper.
Speaking about the campaign, Marler said:
“As my boys get older, I’ve become much more aware that staying close takes a bit more intention, it doesn’t just happen like it used to. Being part of this campaign with my son is something I’m genuinely proud to be involved in.”
Josh Widdicombe Headlines McCain Comedy Club Event
As part of the initiative, McCain is launching the McCain Comedy Club at Hoxton Hall on 1 July, with tickets available for a £5 donation to Beyond Equality.
The event will feature comedian and parenting podcaster Josh Widdicombe, who will headline the evening.
Widdicombe commented:
“Sometimes the best way to bond is just by having a laugh. It’s simple but true, especially as kids get older and meaningful conversation with them can take a bit more effort.”
Tickets for the event are available now via Eventbrite.
Expert Tips for Keeping Father-Son Bonds Strong
The report also shares expert-backed advice for dads wanting to maintain close relationships with their sons during adolescence.
1. Keep the Dad Jokes Coming
Experts say humour can help remove emotional barriers and strengthen family bonds. Shared laughter encourages creativity, imagination, and emotional openness.
2. Offer Constant Support
Fathers are encouraged to regularly remind their sons that they are always available for guidance and support, regardless of the issue.
3. Stay Interested in Their World
Experts recommend paying attention not just to what boys do, but how they experience life emotionally and socially.
4. Prioritise Intentional Time Together
Whether it’s chatting after school, playing games, or going for a walk, meaningful connection often comes through small but consistent moments.
5. Share Hobbies and Activities
Finding shared interests can help strengthen relationships naturally and create opportunities for conversation and connection.
Where to Read the Full Report
The full The ‘Dad Joke’ Effect report can be downloaded via the official McCain UK website.
