The Big Think: How Adland Can Do More to Support Parents and Parents-to-Be

The need for genuine parental support feels “very real” for Sophy Vanner Critoph, head of strategy, culture and communications at Amplify, who recently returned to work after six months of maternity leave with her second child. “Parental leave policies desperately need an upgrade. Comprehensive, fully paid leave for all parents and actively encouraged shared leave are essential. Subsidised childcare, especially in London's high-cost environment, would be transformative. The current expense forces many to relocate, ironically often increasing commute times and reducing family time.

“Having kids is amazing,” she continues, “but the current system risks making this choice unaffordable for many in our industry. It's time for adland to move beyond lip service and implement meaningful changes that support parents, recognising that this isn't just compassionate – it's crucial for a sustainable and diverse future.”

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