April, 2025 | Article
What are Family Building Benefits, and does your firm need them?
Let's rewind to a time before work-from-home debates dominated headlines - before the Covid pandemic forever changed how we work. A time when HR, thought leadership, and media were united around a common message—Millennials were ruining everything. A quick Google search of "Millennials ruined..." will reveal endless articles written on the subject.
It is well known that Baby Boomers represent the largest generation in history, followed closely by their children, the Millennials, who make up the second-largest generation. Today, Baby Boomers are between the ages of 57 and 77, while Millennials range from 29 to 44. As Boomers move into retirement, Millennials have become the largest demographic in the workforce. Their growing influence has reshaped workplaces, industries, and policies, including the way companies support employees in their personal lives.
The biggest shift? Millennials are reaching life milestones – like homeownership and starting families – at a later stage than previous generations. This delay is driven by various factors: some decide to complete postgraduate education before settling down, others prioritize career ambitions, and some, while focusing on other goals, haven't met the right person yet.
This shift has led to changes in industries investing in and prioritizing family-building needs. Insurance carriers have expanded coverage options for fertility treatments, new fertility clinics are opening nationwide, and policies are being introduced to improve access to reproductive technologies such as, invitro fertilization (IVF), a treatment that has historically been privately funded and prohibitively expensive. These developments aren’t coincidental but rather a direct response to the reality that one in six families now require some form of assistance on their family-building journey.
And it’s not just Millennials driving this shift. While previous generations tended to wait to address their fertility until they were ready for children, nearly half of Gen Z was found to be worried about their fertility despite not currently trying to conceive. A 2023 study by HRC Fertility found that nearly half of Gen Z is already concerned about their fertility, despite not currently trying to conceive[1]. This generation is taking a more proactive approach, seeking fertility testing and fertility preservation (like egg freezing) to address their “fertility anxiety”.
In response, more organizations are looking to incorporate family-building support into their employee benefits packages. These benefits range from fertility treatments like IVF, surrogacy assistance, and adoption support, recognizing that modern families are built in diverse ways. The increasing availability of these benefits reflects changing societal norms and a broader recognition that families are formed in diverse ways. A study by Sun Life found that over 50% of Canadian employees consider family-building benefits important, highlighting the growing demand for such support in the workplace.[2]
Integrating family-building benefits into an organization's offerings yields several strategic advantages:
1. Talent Attraction and Retention
In competitive industries, like law, offering comprehensive benefits packages can differentiate a firm as an employer of choice. Employees with fertility benefits are more likely to stay longer and recommend their employer[3] reducing turnover and associated recruitment costs.
2. Enhanced Employee Well-Being and Productivity
Navigating the complexities of fertility treatments, surrogacy, or adoption can be emotionally and financially taxing. By providing support, employers alleviate stress, enabling employees to focus more effectively on their professional responsibilities. This support fosters a culture of empathy and understanding, contributing to higher job satisfaction and productivity.
3. Commitment to Diversity, Equity, and Inclusion (DEI)
Inclusive family-building benefits demonstrate a firm's dedication to DEI principles. They acknowledge and support the varied ways individuals and couples may choose to build their families, including LGBTQ2+ employees and single parents. Such benefits serve as actionable initiatives, moving beyond DEI rhetoric to tangible support.
4. Positive Organizational Reputation
Firms that prioritize employee well-being through comprehensive benefits are viewed favorably in the marketplace. This positive reputation can attract clients who value corporate social responsibility and enhance the firm's brand image. For instance, Dentons was recognized as one of Canada's Top 20 Family-Friendly Employers for its exceptional family-friendly benefits, including an enhanced parental leave policy.[4]
Law firms considering the integration of family-building benefits can take the following steps:
1. Assess Employee Needs
Conduct surveys or focus groups to understand the specific family-building challenges employees face. This assessment ensures that the benefits offered are relevant and valuable.
2. Partner with Specialized Providers
Collaborating with organizations like Sprout Family can streamline the implementation of comprehensive family-building programs. Sprout offers personalized support, including fertility health assessments, connections to surrogacy agencies, and guidance on adoption processes, ensuring employees receive expert assistance tailored to their unique situations.
3. Develop Inclusive Policies
Ensure that policies encompass all aspects of family-building, from fertility treatments to adoption support. This inclusivity reflects a genuine commitment to supporting diverse paths to parenthood.
4. Communicate Benefits Clearly
Educate employees about the available benefits through workshops, informational sessions, and comprehensive resource materials. Clear communication ensures employees are aware of and can effectively utilize the support offered.
5. Foster a Supportive Culture
Encourage open discussions about family-building challenges to reduce stigma. Providing access to counseling services or support groups can further assist employees in navigating their journeys.
As the workforce continues to evolve, so too must the benefits and support systems provided by employers. The increasing demand for family-building benefits is a direct response to shifting demographics and changing societal expectations. With more employees facing challenges on their path to parenthood, organizations that prioritize comprehensive family-building support will not only foster a more inclusive and supportive workplace but also enhance employee satisfaction and retention. As this trend continues, businesses that adapt to these needs will be better positioned to attract and retain top talent in an increasingly competitive job market.