A true-to-life ad campaign exploring the multifaceted lives of parents has been launched by babycare company Waterwipes. People want societal issues to be addressed by brands, and this campaign counters the idealistic portrayals of parenthood and empowers them to accept imperfection.

As any parent can confirm, raising a kid is no walk in the park – no matter the curated snaps yummy mummies and dishy dads post on social media. Fictional blog Peter and Jane is challenging the mirage of flawless family life with tragically laughable tales that ring true with real mums and dads.

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?

Student loans and high property prices have left many young adults with no option but to move back home. But between a perceived loss of independence and the added financial burden on households, how does this return impact the relationships between parents and their grown-up children?