The mother of all problems remains true gender equality

In addition to this, the ‘motherhood penalty’ also persists. Data from a study by Pregnant Then Screwed revealed that, on average, mothers earned 24% less an hour than fathers did in 2023. This stat is a further indicator of the systemic challenges that continue to impede gender equality in the workplace.

But what is particularly alarming to me is that despite the ad industry’s creative prowess and innovative spirit, many senior leaders are not only dragging their heels in addressing these shocking financial inequalities but are also deliberately wasting a once-in-a-lifetime opportunity to completely reinvent the workday. They appear to be woefully lacking in the desire to understand and accommodate the realities faced by expectant and new mothers.

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This shocking realization comes from the personal experiences of my friends and colleagues and is, unfortunately, extremely common. For example, I recently interviewed a very senior woman from a major agency network and she told me how well they treated her as a parent. Intrigued, I asked her to explain and she revealed that her agency allowed her to log off between 5pm and 7pm, which meant she could be present for dinner, bath and bedtime. I was shocked. This was a small concession that she perceived as a privilege. Why is such flexibility considered a perk and not standard practice?

I have also been at industry events where other CEOs (of a certain demographic) have spoken passionately about the need for their teams to be in the office four to five days a week. When I’ve questioned why – which never goes down well – it has pretty much always come down to a lack of trust, which I find so sad and archaic.

The truth is, without flexible working at Elvis, I wouldn’t be able to do my job and raise my child at the same time – something I find hard to admit, but which is absolutely true. The pressure of both roles is so intense that if on top of that there was a requirement for a daily commute and eight hours of presenteeism, I would simply fail.

So, to address these challenges, I believe that all agencies, irrespective of their size, must start to consider how to foster a more inclusive and supportive environment for working mothers (in addition to addressing pay inequalities).

Here are some of the things I believe can start to make a difference:

Flexible working hours: Offering pre-agreed flexible schedules can make a significant difference in a parent’s ability to balance professional and personal responsibilities.

Meetings scheduled during set hours: By planning meetings within a range of working hours, businesses can accommodate the varied schedules of working parents and carers.

Social activities within the working day: Integrating social events into the regular workday can ensure that working parents don’t miss out on networking opportunities due to after-hours commitments. This is such a simple fix and great for morale and culture.

Pay and performance reviews during maternity/paternity leave: Continuous assessment of pay and performance, even when on leave, can prevent parents from falling behind in their career progression.

Choice of working location during pregnancy: Allowing expectant mothers to choose where they work can alleviate the physical strain and stress that commuting or being in an office can cause.

The advertising industry, with its immense capacity for innovation, has the potential to lead the charge in making real, progressive change. To truly support working mothers, the industry must go beyond token gestures and implement systemic changes that reflect an understanding of their needs. It’s about creating a culture where flexibility is a fundamental right. Only then can we expect to see a genuine shift towards a more balanced and fair workplace, where Equal Pay Day and the ‘motherhood penalty’ become relics of the past rather than an annual reminder of how far we still have to go.

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