# Fertility Benefits Campaigns 'Fertility Benefits Matter' Raises Awareness About Employer Funding By Jana Pijak | Published 2021-02-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/fertility-benefits References: [fertilitymatters](https://fertilitymatters.ca/) 'Fertility Benefits Matter' is a national awareness campaign launched in Canada on February 2nd. The campaign is a collaborative project by Conceivable Dreams, "a volunteer-run patient group that advocates for equitable access to fertility treatments," and [Fertility Matters Canada](https://www.trendhunter.com/trends/ovum), "the national organization that empowers Canadians to reach their reproductive health goals." With many Canadians facing fertility challenges while trying to conceive, studies show that the majority of the nation's employers don't offer fertility benefits, with those that do limiting funding access to an average of $3,500. This lack of funding access has left many families in debt due to high treatment and drug costs. Moreover, these stats are especially devastating as the number of Canadian couples facing fertility challenges has doubled over the last 40 years. "In Canada, the average cost of one round of IVF is approximately $20,000 and surrogacy costs upwards of $80,000," leaving many fertility benefits programs unable to cover minimum costs. In addition to raising awareness about the importance of inclusive fertility benefits for all, the Fertility Benefits Matter campaign aims to remove the stigma surrounding fertility discussions in the workplace as they can be a taboo subject, forcing those facing challenges to suffer in silence. The campaign was teased in a compelling panel discussion earlier this week, moderated by Wendy Litner, "a lawyer-turned-writer and creator of the Emmy nominated CBC original digital series, How to Buy a Baby." Litner spoke with panelists Dr. Marjorie Dixon, Conceivable Dreams Advisor and Founder of [Anova Fertility](https://www.trendhunter.com/trends/anova), Tara Wood, Fertility Patient, Advocate and, President of Conceivable Dreams, and Maria Fraga, [Global Head of Benefits and Wellness at Manulife](https://www.trendhunter.com/trends/bain-capital). Image Credit: Fertility Matters Canada ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 30% | Activity: 78% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Inclusive Fertility Benefits:** There is a need for more inclusive fertility benefits programs that cover minimum costs. - **Awareness Campaigns for Fertility Benefits:** Awareness campaigns focusing on the importance of employer-funded fertility benefits for all Canadians can help reduce the stigma surrounding fertility discussions in the workplace. - **Increased Funding for Fertility Treatments:** Increased funding for fertility treatments and drugs provided through workplace benefits could reduce debt for families struggling with high costs. ### Industries Being Reshaped - **Employment Insurance Industry:** Insurers could develop new policies and products that offer more comprehensive coverage for fertility treatments and drugs. - **Employee Benefits Industry:** Employee benefits providers could partner with fertility clinics to provide more affordable treatments to employees. - **Fertility Treatment Industry:** Fertility clinics could explore innovative financing options and partnerships with employers to make treatments more affordable and accessible for Canadians. ## Related on Trend Hunter - [IVF Insurance Programs](https://www.trendhunter.com/trends/ivf-insurance.md) - [Updated Fertility App Features](https://www.trendhunter.com/trends/berry-fertility.md) - [Fertility Support Communities](https://www.trendhunter.com/trends/babymantra.md) - [Comprehensive Fertility-Wellness Brands](https://www.trendhunter.com/trends/fertilitywellness-brand.md) - [Reproductive Health Campaigns](https://www.trendhunter.com/trends/reproductive-health-campaign.md) - [Holistic At-Home Fertility Tests](https://www.trendhunter.com/trends/carrot-fertility.md) - [At-Home Fertility Care](https://www.trendhunter.com/trends/wisp.md) - [At-Home Fertility Testing Kits](https://www.trendhunter.com/trends/athome-fertility-testing-kits.md) - [Fertility-Focused Supplements](https://www.trendhunter.com/trends/fertility-support-drink-mix.md)