# Fertility Benefits Companies are recognizing the importance of offering fertility benefits. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published May 21, 2021 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/fertility-benefits-1 ## Key Figures - Trend score: 3.1/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 19, 2019 to Feb 3, 2021 - Published: May 21, 2021 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Fertility Benefits trend ### 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. ### 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. ### 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. ## What the Fertility Benefits trend means for industry ### For 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 for Fertility Benefits Trend score 3.1 out of 10, from popularity 58%, activity 26%, freshness 10%. - Popularity: 58% - Activity: 26% - Freshness: 10% ## Examples of the Fertility Benefits trend 5 featured examples from Mar 19, 2019 to Feb 3, 2021. - [Female-Specific Career Platforms](https://www.trendhunter.com/trends/inhersights): InHerSights Debuts New Mobile App to Support Women Amid COVID-19 (Category: Social Good) Implication: HR and recruitment industries have the opportunity to develop specialized tools and services to attract and retain a female workforce. - [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. - [Fertility-Focused Corporate Benefits](https://www.trendhunter.com/trends/corporate-benefit): Kindbody's Fertility Service is Accessible to Benefit Plans (Category: Special) Implication: The healthcare industry can incorporate Kindbody's affordable fertility services into their offerings and cater to more customers. - [Fertility-Focused Employer Benefits](https://www.trendhunter.com/trends/progyny): Progyny's Platform Transforms Lives With Customized Plans (Category: Lifestyle) Implication: Disruptive innovation opportunity: Transform the HR industry by providing comprehensive solutions for fertility-focused employee benefits. ## Recent trend clusters - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Desk Systems](https://www.trendhunter.com/protrends/desk-systems) (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) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) All articles: [Business](https://www.trendhunter.com/business)