The article presents the issues of optimum utilization of labour resources in terms of sharing professional and family responsibilities caused by changing gender roles in the society and emerging of the new fathering phenomenon. The authors proceed from the assumption that promotion of business initiatives and innovations are not valuable as such but as far as they are to satisfaction of needs of the different families in view of their cultural and social priorities. The authors argue that the conduct of business should be reasonable, so that parents could successfully fulfil their family responsibilities without violation of parental rights. Otherwise, sustainability of society may be threatened. This problem is emphasized as the main one within the framework of the project on fatherhood studies in contemporary Russia. This article includes the basic results of the project.