Young dads in the US are a far cry from the old stereotype of an emotionally-restricted disciplinarian and bread-winner. Instead, they’re striving to be present, supportive and caring figures in their children’s lives. So, what exactly does the Gen Y approach to fatherhood look like?

Feeling a baby kick is one of the most intimate parts of pregnancy, developing a deeper connection between mother and child. But what about dads? Swedish diaper brand Libero hopes to get fathers feeling more involved with BabyBuzz – a wearable that connects them to their unborn offspring.

Shifting gender norms are making more space for men in the child-rearing process, and fathers want to play an equal part in their kids’ upbringing. But with dads now bearing the brunt of resistance from workplaces, a new generation of parents is looking for representation that suits modern fatherhood.

The fight for equal pay may be well-publicised, but women are still left to most of the housework behind closed doors. And while advertisers are shifting away from out-dated ideas of macho cleaners and domestic goddesses, how can men be convinced to pull their weight in the home?