The Big Think: How Adland Can Do More to Support Parents and Parents-to-Be
Photo by Muhamad Harun Rabiyudin on Unsplash
Lactation rooms, fertility cover, enhanced paid leave and more, parents from the industry open up on what’s lacking and why improving things for parents improves business, writes LBB’s Sunna Coleman.
I am not the same person I was just over a year ago. In September 2023, I became a first-time mum, and overnight, my priorities, my beliefs, my life, instantly changed. It’s the best thing that ever happened to me but it also brings with it personal and professional challenges that I had no idea were coming.
That’s what makes the topic of how parents can be better supported – in any industry – such a difficult one. You don’t know what you don’t know. Open discussion is vital in order to help others understand and to improve circumstances for both parents and for businesses.
The ad industry, in particular, is notorious for its long hours and unpredictable schedules – two things that can have a huge impact on family life, particularly for those with very young children.
At Seen Presents, group HR director, Lisa Bent has come up with a variety of resources, including a visual maternity planner that helps employees map out their leave, understand holiday entitlements, and track what they’ll accrue during their time away. “I also offer to pair expectant parents with those who have recently returned to work, giving them the chance to gain lived guidance from someone who’s walked the path before – while also easing their workload and offering the option to work remotely before they go on mat leave.
“Once back, reintegration into a creative, fast-paced industry isn’t always easy. Parents return changed – but the demands of the job remain, which must be remembered. To provide additional support, I launched Seen Parents, a peer-led network that brings together parents and stepparents at various stages of both career and family life. I’m not a parent myself, so this initiative will hopefully help individuals feel heard and supported through lived experiences, shared stories and practical advice. The more we listen and adapt, the closer we get to an adland where parenthood and thriving careers are not at odds, but entirely compatible.”