Every day men are bombarded with billboards, online and TV ads as well as social media accounts that perpetuate the idea that blokes with a six pack and V lines are healthy, attractive and in general are having a better life than you.
This is the way it's been for a good few decades, however it seems like the tide is turning.
According the Planet Fitness, an American gym company, the 'dad bod' is winning over hearts and minds.
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For those unaware of this body type, it's the stomach that many people assume belongs to a dad who hasn't got enough time to hit the gym all the time.
It's less about fat and more about the lack of washboard abs that you could grate cheese off.
Planet Fitness commissioned a survey to see what people's attitude towards the body type were and it seems like not only do women like it but men also feel more comfortable sporting it.
Seventy-nine percent of men with a dad bod were happier with their physique compared to 64 percent last year.
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It's also boosted their self-esteem and helped them learn to love their body.
Nearly 80 percent of respondents believed that a dad bob 'is a sign of a man who is confident in his own skin'. A further 61 percent thought it was sexy and 51 percent reckon it's the new six pack - which is a 10 percent jump on last year's numbers.
Planet Fitness released a statement, saying: "The results reveal there's an ever-increasing appreciation for and acceptance of the 'dad bod' physique.
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"This is the third year in which Planet Fitness has studied how American men and women feel about it, with data pointing to the consensus that it exudes more sexiness and confidence now than ever before."
This type of research has been backed up with studies in the past.
Richard Bribiescas, a professor of anthropology at Yale University, says in his book 'How Men Age: What Evolution Reveals About Male Health and Mortality, putting on weight after fatherhood strengthens the immune system and, in the long run, makes you less likely to suffer from heart attacks or prostate cancer, as reports The Telegraph.
Furthermore, a 2008 study found men with high metabolisms were 50 percent more likely to die in a given year than those without.
"This change in body composition not only causes men to shop for more comfortable trousers but also facilitates increased survivorship and, hypothetically, a hormonal milieu that would more effectively promote and support paternal investment," he said.
Featured Image Credit: Universal PicturesTopics: Interesting, Community