Back in the last century, when labour was predicated on biology, men had strength and toiled in the fields, and women gave birth and raised children.

Today, in our so-called age of equality, these prehistoric stereotypes, transformed by technological revolution, are shadows of our past, not beacons for our future.

We're obviously better off for it, too. Most people now agree that children need the best of both their parents, and that mums and dads deserve equal recognition and respect.

Which is why the name of leading children’s retailer Mothercare is a constant irritant for many dispirited dads. For those dads, who I talk to through my work for Fathers4Justice, the name implies that whilst mothers care, fathers don’t.

In an age of equality, they argue, isn’t the casual sexism of a name like ‘Mothercare’ an anachronism?