Caregivers Aren’t a Niche Audience — They’re Your Workforce

Caregivers are often treated as an exception or special case scenario (when they’re even considered at all) by employers. But did you know that more than 72% of today’s workforce are parents or caregivers? You don’t need to be a statistician to know that that’s not a niche. That’s the majority of your workforce. 

It’s time to think differently about the caregivers in your organization. Because if you’re building workplace strategies that only work when caregiving isn’t a factor, you’re designing for a world that’s more fictitious than reality.

The Problem with Calling Parents a ‘Niche’

There’s likely a reason some entities prefer to label parents and caregivers as a niche group — doing so suggests that support is optional. It makes it “OK” that the benefit at hand is simply “nice to have”, rather than essential infrastructure. But anyone who has cared for children knows that parenting isn't a side hustle. It’s a fundamental life stage that millions of employees are navigating while managing their careers. They’re juggling meetings and deadlines right along with school pickups and parent-teacher conferences. 

What’s more, working parenthood doesn’t exist in a vacuum. It intersects with gender equity, racial equity, economic access, and leadership pipelines. Policies that overlook caregivers risk compounding these systemic gaps. They often push the most underrepresented talent out of the workforce altogether. Because when you can’t make it work at home for your children (because of a lack of affordable, quality childcare, for example), you have very few options.

Your Future Leaders Are Parents, Too

Despite what you may think, caregiving support shouldn’t only be labeled a retention issue. It’s actually a leadership issue as well. 

Studies consistently show that women in leadership roles are more likely to leave their jobs due to lack of caregiver support. Women caregivers are also more likely to reduce work hours or take leaves of absence, which negatively impacts their career progression. With eyes wide open and fully aware of the situation in the workforce facing caregivers, the next generation of leaders (Millennials and Gen Z) aren’t waiting until they're already overwhelmed to evaluate your company’s stance. They’re factoring in flexibility, parental leave, and support structures when choosing where to grow their careers.

If your company culture suggests that becoming a parent will be a roadblock to leadership, you’ll lose the very people most committed to growth.

Reframing Your Strategy

So how do you build a workplace where caregivers don’t feel like they’re asking for special treatment?

Start by normalizing career paths that include caregiving. That means doing away with outdated timelines for promotions, encouraging flexible schedules without penalty, and understanding that career growth can look different (and still be valuable) during caregiving-heavy times of life.

Audit your policies, benefits, and manager training through a caregiver-inclusive lens. Do your systems assume everyone is available 24/7? Do they support all types of caregivers, including single parents, elder care providers, same-sex partners, and adoptive parents? Because equity starts with awareness, and strategy follows.

The Competitive Edge

Companies that support parents and caregivers are playing to win. They know that their policies are doing more than just being nice. These organizations see better retention, higher engagement, and stronger loyalty. In fact, organizations with comprehensive family support policies experience 5.5 times higher revenue from stronger innovation, 89% higher employee retention interest, and 92% higher employee engagement, with employees willing to put in extra effort. That’s because when employees know they can build a career without hiding the fact that they’re caregivers, they show up with more energy, more creativity, and more trust.

So when you’re evaluating your organization’s stance on caregiving, don’t think of it in terms of what “perks” to offer. Because the majority of your workforce is watching, and they’re hoping for a strategy that reflects (and supports) the real situation they’re living all day every day.  

Let's Take the Next Step Together

Ready to build a workforce strategy that reflects real life? Book a free consultation with CARRY™ Consulting today to build a culture that works for everyone.