We talk to a group of fathers to see how becoming a dad has altered lifestyle and consumption patterns. Consideration is given to changes to identity and lifestyle, personal routines and consumption habits.

“The most popular debate in China today,” writes columnist Kelly Yang, “is whether you're ‘dad enough’.” But what turned a reality TV show featuring cute kids and their hapless caretakers into such a hot topic in the world’s most populous country?

Playing off the idea that dads are tired of the archetypal image of a hands-off 1950s father, Dove Men+Care have launched a campaign that recognises their role in bringing up kids. Dubbed 'Calls for Dad', the advert is based on data that shows men resent gender stereotypes.

More mums are choosing to become their own boss and look after their children at the same time. But does ‘motherism’ – the prejudice that paints ‘non-working’ mums as unsexy slobs – really motivate women to go back to work just to remove the ‘stay-at-home’ label?