Every year, National Parents Day rolls around as a timely reminder of just how much parents do, not just in their personal lives, but in the workplace too. This year, it falls on July 27th, and it presents the perfect opportunity for all businesses to reflect on the role of working parents within their teams and how they can better support them.
Whether it’s juggling school runs with early meetings, navigating half-term holidays while meeting deadlines, or managing sick days with a smile, working parents bring exceptional resilience and dedication to their roles. But let’s be honest, they can only do that when their employer truly has their back.
In this blog, we’ll explore why National Parents Day is the ideal moment for companies to reassess their approach to flexibility and support, and we’ll offer practical, actionable advice for how businesses can genuinely step up for the parents in their workforce. Whether you’re in HR, a business leader or a line manager, this one’s for you.
Why National Parents Day Matters in the Workplace
National Parents Day was established to recognise and uplift parents for the hard work, sacrifice and love they put into raising the next generation. For workplaces, it’s a natural opportunity to celebrate parent employees and acknowledge the unique challenges they face, especially in a post-pandemic world where the line between home and work has never been blurrier.
And it’s not just a nice thing to do. Valuing and supporting working parents has proven business benefits:
- Improved employee retention and loyalty
- Increased productivity and engagement
- A more inclusive and supportive culture
- Enhanced employer brand that attracts top talent
Creating a flexible and understanding work environment for parents is a strategic move that fuels long-term success…and it’s also the right thing to do!
How to Be More Flexible for Working Parents
Here are some smart, genuinely helpful ways businesses can step up and support working parents, not just for National Parents Day, but all year round.
1. Offer True Flexibility (and Stick to It)
Flexibility isn’t just about working from home. It’s about trust and autonomy. Think:
- Flexible hours that allow parents to start or finish earlier/later
- Hybrid or remote working options that ease the pressure of commuting
- Part-time or job-share roles that work for both the employee and business
The key? Make sure policies aren’t just on paper. They need to be supported, encouraged, and led from the top.
2. Provide Family-Friendly Benefits
Go beyond the basics. More than 70% of working parents are considering quitting or have quit their jobs due to the cost of childcare. Your workplace should consider adding emergency childcare assistance and back-to-school support or care packages. Childcare vouchers or subsidies (where applicable) are also a great way to support working parents as well as access to virtual tutors or learning platforms. Tailored benefits show your business genuinely understands and supports the day-to-day needs of working families.
3. Offer Professional Development for Parents
Parents often pause or slow their careers to accommodate family life. Help them re-engage with:
- Return-to-work programs
- Upskilling workshops and training
- Mentorship schemes
- Career planning sessions that consider their parenting responsibilities
This shows that career growth doesn’t stop once kids come along.
4. Make Parental Leave Policies Generous and Inclusive
Whether it’s maternity, paternity, adoption, or shared parental leave, your policies should reflect today’s diverse families. Go above statutory minimums where possible, and make the process smooth, transparent and stigma-free.
5. Normalize Taking Time Off for Family
If parents feel they’ll be judged for attending a school play or staying home with a sick child, they’re less likely to ask. Lead by example:
- Encourage leaders to take family time openly
- Avoid praising presenteeism or long hours as the ideal
- Build a culture of mutual respect and balance
6. Create Family Networks or ERGs
Establish an Employee Resource Group for parents and caregivers to connect, share advice, and advocate for improvements. This creates a sense of community and gives leadership valuable insight into what parents need.
7. Show Regular Appreciation and Recognition
Recognition goes a long way, especially when working parents are often balancing a lot behind the scenes. Celebrate their wins with employee spotlight features, company shoutouts or even better, show your appreciation with rewards. Here at Virgin Incentives, our range is full of incredible experiences that families can enjoy together, plus we have flexible gift cards so your recipients can choose their own rewards. When parents feel seen and valued, they’re more motivated and engaged.
8. Train Supportive Line Managers
Managers make or break a parent’s experience at work. Equip them to:
- Have open conversations
- Offer empathetic check-ins
- Help parents prioritise and set boundaries
- Spot burnout before it happens
9. Don’t Overlook Dads
Too often, dads feel they can’t take full parental leave or flex their schedules for parenting duties. Break the stereotype by encouraging:
- Equal time off
- Participation in parenting groups
- Open discussions about fatherhood and flexibility
This leads to more balanced home lives and workplaces.
10. Support Mental Health and Wellbeing
Working parents often face guilt, burnout, and exhaustion. Offer real resources:
- Confidential counselling or mental health support
- Wellness programs with a parenting focus
- Mindfulness apps or time-off days
Supporting their emotional load is key to preventing burnout.
What Working Parents Expect in 2025
The landscape of work and parenting has shifted drastically in recent years, and expectations have evolved with it. In 2025, working parents aren’t just hoping for flexibility, they’re expecting it. Here’s what that looks like:
- Personalization: One-size-fits-all policies don’t cut it. Parents want benefits and schedules that reflect their unique circumstances.
- Hybrid as standard: Many parents now view hybrid work as the norm, not a perk.
- Respect for boundaries: Parents want to switch off after hours without guilt or pressure.
- Ongoing development: Career progression, even during parenting years, is a growing expectation.
- Visible family support: From leadership taking family leave to open dialogue, culture matters more than ever.
Employers that meet these expectations will be in a great position to retain great talent and also attract new talent to their business.
Final Thoughts: Celebrate National Parents Day with More Than Just Words
National Parents Day is a brilliant moment to pause, reflect and appreciate the parents in your company. But the biggest impact comes when that appreciation is backed by meaningful support and long-term flexibility. At Virgin Incentives, we believe in celebrating people and that includes helping businesses find thoughtful ways to reward and motivate their teams. Whether it’s a memorable experience day, a family adventure, or a gift card to use on something special, we’re here to help you make working parents feel truly valued. Get in touch with our friendly team below to find out more:
