**Time Ticks Away for Classic ‘Dad Names’ as New Generation Turns Away from 1980s Favourites**
Names that once filled playgrounds in the 1980s and 90s are now on the brink of fading from British birth certificates. According to new data, a select group of so-called ‘Dad names’—from Steve to Gareth—are seeing their final curtain call as less than a handful of new parents are choosing them for their children.
Etsy, the popular online marketplace for handmade items, has published a list of the top ten at-risk ‘Dad names’ after reviewing recent baby-naming trends. Steve tops this endangered list, accompanied closely by Colin, Craig, and others such as Derek, Phil, Tyrone, and Roger. In 2024, some of these names were chosen by fewer than 10 parents nationwide, a dramatic decline from a generation ago when these names were ubiquitous in schools, workplaces, and sports teams across the UK.
In an interesting contrast, names with more vintage associations—often associated with ‘grandmas’—are currently experiencing a revival. According to recent surveys, Britons are 25% more inclined to select a grandmother’s name for their offspring over a grandfather’s, with nearly 60% agreeing that grandad names such as Edwin, Osmond or Vincent, do not currently evoke the same charm or trendiness as grandma-inspired monikers like Mabel, Betty, or Gigi.
To raise awareness ahead of Father’s Day, Etsy has sought to revive these beleaguered names through a campaign offering a 50% discount on certain gifts personalised with one of the top 10 vanishing names. The initiative is both a nod to nostalgia and a light-hearted attempt to keep these names alive in some small way—even if only on keyrings or wallet engravings.
Naming decisions, of course, rarely come easily to new parents—and the dwindling popularity of these names may reflect broader societal shifts. Experts suggest that parents are increasingly seeking unique, less common names or opting for playful twists and contemporary updates to traditional names. For instance, “Steve,” previously a staple for boys, is now being adopted as “Stevie” for girls, reflecting a wider trend towards unisex naming conventions.
The ten names most threatened with extinction, as identified by UK baby name consultant SJ Strum, include Steve, Colin, Craig, Derek, Gareth, Tyrone, Phil, Sameer, and Roger. Strum, speaking on the subject, commented, “Naming trends have shifted significantly, with many parents turning away from the names that were household staples just a generation ago. There’s a growing appetite for names that feel individual, meaningful, or that offer a creative twist on the past.”
The debate continues as to whether these declining names may ever come back into vogue. Dayna Isom Johnson, Etsy’s own Trend Expert, remains optimistic, noting, “More than half of those surveyed reckon that these at-risk male names might enjoy a renaissance at some point. Our campaign is about keeping them in the public eye and sparking conversation.”
Despite the apparent decline, it’s clear that sentimentality plays a role for many when it comes to naming traditions. The bond with family heritage exerts a strong pull—yet practicality and a desire for individuality are equally shaping choices, with many parents now actively considering unisex or unique names previously unconsidered by past generations.
Whether the likes of Steve, Craig, and Phil make a triumphant return to UK playgrounds remains uncertain. But for now, these names are being cherished by those old enough to reminisce and, occasionally, by those creative enough to personalise a bookmark or coffee cup to honour their nearly forgotten legacy.
Etsy’s campaign is now live, and shoppers can find a wide range of discounted, personalised products celebrating these almost-forgotten dad classics. Whether this sparks a revival remains to be seen—but at the very least, it ensures these names are not gone just yet, even if only as a talking point over breakfast on Father’s Day.