It's an old fact showing a new perspective on the matter of parenthood/family and work. It's about both parents and employers paying more attention to the work benefits of parenthood. And why it’s important to combine practical support with leader attitudes that make parents feel like an asset, not a burden and cost at work. The initiative is also about adding to more gender equal societies, where both women and men can live a "whole life", without having to choose between family and work.

The initiative is founded by Tiina Bruno, a Swedish mother of 3, who during her parental leaves and years with small kids simultanously worked with development of modern leadership and executive coaching in fast growing companies. She discovered interesting links between parenthood and leadership skills attractive to most employers, and decided to make research, gather stories and best practise and start spreading them, for a new perspective that may change important norms among employers in both Sweden and abroad.

Parentsmart Employers develop and reinforce the attitudes that separate the winners of tomorrow's labor market. You become a more attractive employer, and the mindset provides leverage for existing work with everything from sustainable leadership and increased gender equality to employer branding and profitability. The implementation of the approach provides a norm breaking impact, possible to spread both locally and globally.