By Erin Fraser, group manager – digital strategy, Bench Media
Seventeen years ago, at age 19, I took my first media job. Since then, the industry has evolved from traditional newspaper ads and TV buying to programmatic, digital out-of-home, and the boom of audio. It’s fast-paced, dynamic and workers across our industry have to be agile, adaptive and open-minded.
But, while the industry has embraced many changes in the last two decades, our attitude towards working parents remains stuck with outdated values that belong in the Dark Ages. This failure to evolve culturally alienates us and robs the media industry of talented women.
Eliminating bias and engendering inclusivity – Leaders take note
Like many women, I delayed starting a family to ensure my career would withstand the necessary maternity leave and financial strain.
Raising a child is a collaborative effort, however the negative career impacts of managing parenthood and a career are almost exclusively experienced by women. In 2024, more women are participating in the workforce than in decades past, but more importantly women are now often the primary earners in their households. So why do decisions about child-rearing significantly affect their professional growth and household economy and not their male counterparts?
Despite this, when I decided to embark on the journey of parenthood, I felt immense pressure to prove myself, despite 17 years in the industry. Trading my media job for full-time motherhood was never an option due to the rising cost of living and my love for work. But in order to prove myself when I returned to work, I took on extra hours and volunteered for additional projects to eliminate any doubts about my value as an employee. This led to burnout and feelings of failure at work and at home.
Fortunately, Bench Media offered ongoing flexible working arrangements and because of their support I am not only able to juggle the demands of motherhood and work, but at the end of the day feel like I am exceeding expectations on both sides of my life. However, this level of support is not an industry standard, and many parents still face numerous barriers when trying to balance their professional and caregiving roles. Change has to happen.
In my year of both being a parent and a career professional, one truth has remained constant: gendered expectations around parenting is a disservice to everyone. A woman’s professional value is often linked to their parenting status, while men are still seen primarily as the breadwinners. This outdated mindset hinders workplace evolution and does not reflect modern family realities.
One significant issue is subconscious employer bias. Young women are often viewed through the lens of potential motherhood, leading to assumptions about their future leave requirements, return, and focus. This bias can negatively impact a women’s salary negotiations and progression, as they are perceived as a risky investment, damaging their relationship with the company. I would confidently state this is not experienced by their male counterparts.
So, how can leaders eliminate bias and foster inclusivity in our industry?
Promote flexible work arrangements: Offer flexible work arrangements to accommodate the diverse needs of employees.
Challenge gendered assumptions: Work to change stereotypes that women will prioritise family over work and that men are primary providers.
Provide support systems: Implement comprehensive support systems for parents, including leave policies that encourage both parents to take time off and return-to-work programs that ease the transition.
Foster an inclusive culture: Create an inclusive culture where all employees feel valued and supported. Offer professional development opportunities and recognise the contributions of working parents.
Lead by example: Senior leaders should model inclusive behaviour and openly discuss their challenges and successes in balancing work and family life. This sets a positive example and encourages others to follow suit.
And where am I a year into returning to work? I’ve certainly learned a great deal about being a working parent. While I recognise my privilege in having a supportive family and work environment, it’s clear that there is still so much to do on an industry level to support all parents, whatever their gender.
By eliminating bias and fostering inclusivity, we can create a more equitable and representative workplace for everyone.
See also: ‘Greedy’ and ‘shitty’: Adland urged to stop making parental leave redundancies
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Top image: Erin Fraser