Category
Business
Autumn Teasers
Trend cluster
Category
Extended
Benefits
Brands prioritize family benefits and perks in order to retain employees.
3.1
Trend score
Trend
What is the Extended Benefits trend?
Extended Benefits: As it becomes more difficult to juggle work responsibilities with family responsibilities, some businesses are prioritizing employee retention with more thorough benefits that help employees pay and plan for everything from fertility treatments to adoption.
Insight
The consumer insight behind the Extended Benefits trend
Family planning is becoming increasingly challenging due to the necessity of two-income households. With affordability and time being major barriers when it comes to starting or growing a family, employees are increasingly looking towards employers that prioritize cost-reduction and flexibility in their employee benefits and perks.
Trend themes
Themes within the Extended Benefits trend
Three behaviours holding the trend together01
Family-Focused Benefits
Employers are prioritizing family benefits and perks to retain employees amid growing demand for work-life balance; businesses can create family-focused employee programs to support some of the barriers impacting family planning, including fertility treatments and surrogacy costs.
02
Inclusive Parental Leave Programs
Companies are enhancing parental leave policies to foster greater gender equality and support for care responsibilities; there is an opportunity to create more supportive policies covering the adoption process, child tutoring, and gender affirmation procedures.
03
Work-Life Balance Policies
Employers are launching work-life balance policies to support balancing family responsibilities with work obligations; companies can promote these policies for employee retention and better workplace culture.
Industry implications
What the Extended Benefits trend means for industry
Where the trend changes the playbookFor
Healthcare Industry
Healthcare providers can offer fertility treatment recommendations and care supported by flexible insurance coverage and other work perks.
For
Employment and Staffing Industry
Employment and staffing agencies can create family planning support services, encouraging businesses to enhance employee benefits related to family-building and workers' health.
For
Restaurant and Hospitality Industry
Restaurants and hospitality providers should enhance employee retention by prioritizing workers' health, including offering healthcare benefits and adequate pay and launching flexible working hours and work arrangements.
Workshop question
How could your brand expand employee benefits to boost retention?
Trend signals
Trend signals for Extended Benefits
Trend score 3.1 out of 10, from popularity 50%, activity 29%, freshness 13%.
Popularity50%
Activity29%
Freshness13%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Extended Benefits trend
7 featured examples from Jul 13, 2020 to Nov 12, 2022CategorySocial Good
Family-Building Employee Benefits
HSBC Adds New Family-Building Opportunities for Employees
HR departments will need to incorporate family-building benefits into their company packages to retain and attract top talents.
CategoryLifestyle
Fertility Benefits Campaigns
'Fertility Benefits Matter' Raises Awareness About Employer Funding
Insurers could develop new policies and products that offer more comprehensive coverage for fertility treatments and drugs.
CategoryBusiness
Flexible Family Benefits
Stork Club Offers Flexible Maternity Care and Family Planning Options
The healthcare industry could benefit from partnering with family benefit providers to offer comprehensive family planning services.
CategorySocial Good
Work-Life Balance Policies
The Bank of Ireland Launched a New Paternity Leave Policy for Employees
The banking industry, like the Bank of Ireland, can benefit from offering extended paternity leave by supporting work-life balance and creating an inclusive culture.
CategorySpecial
Child Tutor Work Perks
Noodle PRO Tutors Students Online as a Well-Being Benefit for Employees
Disruptive innovation opportunity: Expanding online tutoring services to cater to the needs of parents and students in a remote learning environment.
CategoryLifestyle
Toronto Restaurant Healthcare Benefits
Big Hug Offers Its Employees Adequate Pay & Health Benefits
Restaurant businesses can retain staff and foster a positive company culture by providing comprehensive healthcare and dental benefits.
CategoryBusiness
Inclusive Parental Leave Programs
Volvo Announces the 'Family Bond by Volvo Cars' Leave Policy
The automotive industry can benefit from offering inclusive parental leave policies that attract and retain a diverse and skilled workforce.
