Category
Business
Occasion Commerce
Trend cluster
Category
Fertility
Benefits
Companies are recognizing the importance of offering fertility benefits.
3.1
Trend score
Trend
What is the Fertility Benefits trend?
Fertility Benefits: Thanks to work by activists, employers now better understand the importance of inclusivity and supporting a diverse workforce. As a result, companies have begun offering fertility benefits that mitigate both the emotional and financial costs of trying to conceive.
Insight
The consumer insight behind the Fertility Benefits trend
Many women opt to become mothers later in life, and as more single people and same-sex couples opt to have children, fertility treatments have become more mainstream. These treatments can be financially and emotionally costly and often comes with psychological impacts, including anxiety, depression, and distress. These negative effects can significantly impact the individual's well-being and productivity. Thanks to work by activists, these issues are now coming to light and, as a result, many are expecting more accessibility in this health niche.
Trend themes
Themes within the Fertility Benefits trend
Three behaviours holding the trend together01
Fertility Benefit Programs
The growing recognition of the emotional and financial costs of traditional fertility treatments has led to an increase in accessibility to fertility benefits through corporate benefit plans and employer benefits programs.
02
Family-Friendly Workplace Perks
Employers are broadening perks and benefits to encourage work-life balance for millennials who desire to start families while also furthering their careers.
03
Female-Specific Career Platforms
Platforms dedicated to helping women find the correct career and opportunity for their lifestyle are booming, providing new solutions for women currently facing disadvantage in the workplace and during the COVID-19 pandemic.
Industry implications
What the Fertility Benefits trend means for industry
Where the trend changes the playbookFor
Healthcare
Companies like Kindbody and Progyny offer affordable and accessible fertility services to consumers and employers, revolutionizing the health-focused corporate benefit plan.
For
Employment and HR
InHerSights and Stork Club are examples of startups aiming to provide family-focused benefits and promote inclusivity in the workplace.
For
Social Issues
Fertility Benefits Matter raises awareness about the importance of inclusive fertility benefits for all, promotes fertility discussions as a non-taboo topic, and advocates for equitable access to fertility treatments.
Workshop question
How can your brand work towards being more inclusive and supportive of a diverse workforce?
Trend signals
Trend signals for Fertility Benefits
Trend score 3.1 out of 10, from popularity 58%, activity 26%, freshness 10%.
Popularity58%
Activity26%
Freshness10%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Fertility Benefits trend
5 featured examples from Mar 19, 2019 to Feb 3, 2021CategorySocial Good
Female-Specific Career Platforms
InHerSights Debuts New Mobile App to Support Women Amid COVID-19
HR and recruitment industries have the opportunity to develop specialized tools and services to attract and retain a female workforce.
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.
CategorySpecial
Fertility-Focused Corporate Benefits
Kindbody's Fertility Service is Accessible to Benefit Plans
The healthcare industry can incorporate Kindbody's affordable fertility services into their offerings and cater to more customers.
CategoryLifestyle
Fertility-Focused Employer Benefits
Progyny's Platform Transforms Lives With Customized Plans
Disruptive innovation opportunity: Transform the HR industry by providing comprehensive solutions for fertility-focused employee benefits.
