Ahead of Father's Day, Sportscraft has surveyed 3000 Australians to find out what modern fatherhood means to the dads of 2021.
The survey found that fatherhood is more focused on active participation in the family, with modern fathers more concerned with discussing important topics such as mental health and respect.
Further, the research found that fathers are actively addressing consent and equality with their children.
"Dads are increasingly affectionate, caring and positive role models for the next generation, with only 2% of survey respondents not wanting to discuss these topics with their children," Sportscraft said in a statement.
Additionally, the survey found that 79% of respondents claimed family time is the most important thing in their life.
Over 80% of respondents said fathers are more involved in parenting than they ever used to be, with 82% taking time off work after their children were born and 62% claiming to split parenting jobs evenly with their partners.
Taking these research findings, Sportscraft has tailored its Father's Day campaign to modern-day dads.
The business' campaign features three fathers reflecting candidly on their moments of joy and learning in their own parenting.
"The pastimes of leisure, being outdoors, time with family and friends are such core values of the Australian lifestyle and what informs and shapes the Sportscraft aesthetic into what it is today for the modern dad," Sportscraft head of brand Jackie Le Roux said.
Sportscraft's Father's Day campaign stars Sam Hopkinson, Orlando Reindorf and Marty.