Iconoculture translates current trends into big picture insights

Who's changing the diapers? Today, more dads are doing duty, and they're looking for new loads of info, support, products, and services to help. Dad-savvy diaper bags like the rugged Dad Sac and Diaper Dude take the floral grief out of slinging equipment around town. T-shirts like "Reservoir Dads ... We go to work" declare the new "dad-itude." And progressive pops are finding team spirit on a growing number of blogs written by dads, for dads (check out DaddyTypes.com, BlogDaddy.blogspot.com, and podcaster RebelDad.com -- "a father puts the stay-at-home dad trend under the microscope").

Why is dad making himself at home? This new breed of Millennial and Xer guy doesn't get bent out of man shape doing the down-and-dirty of baby care. Call it a reaction to growing up humming D-I-V-O-R-C-E or a natural extension of the need to connect. New York's Families and Work Institute reported that fathers in 2002 spent 2.7 hours each workday caring for children, almost an hour more than fathers in 1977 -- up 50% (Boston.com 1.16.05). Rather than putting in office face time, today's dads are proclaiming their duty to the homefront. Their heart's desire? To be uber-bonded in a way once reserved for stay-at-home moms. Plainly put, Millennial and Xer men want a closer place in their kids' lives from the get-go, and that family-first attitude is rippling into the workplace. Less willingness to compromise family time for more job responsibility isn't a sign of slacking but a shift in priorities toward the family way. Yeah, papa's got a brand new bag ... and he's bringing it on home. Welcome to the brave new dad.