While domesticity still resides largely with women, new generations of men are seeking a more active role in their children’s upbringing. The internet is awash with sites providing support to mothers, while dads are as underserved as ever. Fatherly intends to change that.

Gen Y are fully-fledged adults, and they're proving once again that they're doing things differently to their predecessors – this time, when it comes to parenthood. This generation’s dads are redefining all previous ideas we had not only about fathers, but about family as a whole.

The role of dad has changed from breadwinning head of the family to friend, protector, role model, teacher, and carer, and there's now a record number of single dads. But while 75% of dads are responsible for their kids’ well-being, why do only 20% see that reflected in media?

In today's busy world, family mealtime is often neglected. Cereal brand Cheerios wants to make the most important meal of the day a more fulfilling family experience, and something that we should be spending at least seven minutes enjoying.