# Extended Benefits Brands prioritize family benefits and perks in order to retain employees. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Aug 26, 2022 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/extended-benefits ## Key Figures - Trend score: 3.1/10 - Evidence articles: 7 ## 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. ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Jul 13, 2020 to Nov 12, 2022 - Published: Aug 26, 2022 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Extended Benefits trend ### 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. ### 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. ### 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. ## What the Extended Benefits trend means for industry ### For 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 for Extended Benefits Trend score 3.1 out of 10, from popularity 50%, activity 29%, freshness 13%. - Popularity: 50% - Activity: 29% - Freshness: 13% ## Examples of the Extended Benefits trend 7 featured examples from Jul 13, 2020 to Nov 12, 2022. - [Family-Building Employee Benefits](https://www.trendhunter.com/trends/family-building-opportunities): HSBC Adds New Family-Building Opportunities for Employees (Category: Social Good) Implication: HR departments will need to incorporate family-building benefits into their company packages to retain and attract top talents. - [Fertility Benefits Campaigns](https://www.trendhunter.com/trends/fertility-benefits): 'Fertility Benefits Matter' Raises Awareness About Employer Funding (Category: Lifestyle) Implication: Insurers could develop new policies and products that offer more comprehensive coverage for fertility treatments and drugs. - [Flexible Family Benefits](https://www.trendhunter.com/trends/stork-club): Stork Club Offers Flexible Maternity Care and Family Planning Options (Category: Business) Implication: The healthcare industry could benefit from partnering with family benefit providers to offer comprehensive family planning services. - [Work-Life Balance Policies](https://www.trendhunter.com/trends/paternity-leave-policy): The Bank of Ireland Launched a New Paternity Leave Policy for Employees (Category: Social Good) Implication: 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. - [Child Tutor Work Perks](https://www.trendhunter.com/trends/noodle-pro): Noodle PRO Tutors Students Online as a Well-Being Benefit for Employees (Category: Special) Implication: Disruptive innovation opportunity: Expanding online tutoring services to cater to the needs of parents and students in a remote learning environment. - [Toronto Restaurant Healthcare Benefits](https://www.trendhunter.com/trends/big-hug): Big Hug Offers Its Employees Adequate Pay & Health Benefits (Category: Lifestyle) Implication: Restaurant businesses can retain staff and foster a positive company culture by providing comprehensive healthcare and dental benefits. - [Inclusive Parental Leave Programs](https://www.trendhunter.com/trends/family-bond-by-volvo): Volvo Announces the 'Family Bond by Volvo Cars' Leave Policy (Category: Business) Implication: The automotive industry can benefit from offering inclusive parental leave policies that attract and retain a diverse and skilled workforce. ## Recent trend clusters - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Errand Leisure](https://www.trendhunter.com/protrends/errand-leisure) (Business) - [Category Mashups](https://www.trendhunter.com/protrends/category-mashups) (Business) - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [Repairable Hardshell Jackets](https://www.trendhunter.com/trends/sperro-sv) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)