5 strategies to help fine-tune a family-building benefits package
The future of family
Crafting a best-fit benefits package for any employee population is as much an art as a science. As your trusted partner, we dug deep to better understand the sensitive complexities that exist in family-building and workplace benefits.
Here are five strategies to empower the process of meeting employees where they’re at with relevant and refreshed family-building benefits.
Methodology
Our two-pronged research approach included qualitative discussion with HR decision-makers (HRDMs) at Fortune 500 companies and a proprietary survey of more than 2,500 employees from various organizations to explore evolving family structures in the U.S., the impacts of a volatile economic landscape on family formation, and the shifting expectation of employer-provided benefits.
Strategy one
Understand how the definition of “family” has changed
The traditional view of family has shifted toward a more inclusive definition. A variety of financial and socio-cultural factors are driving changes in family structures. The most influential are:
- Preference toward delayed parenthood and child-free living
- Increasing financial pressures
- The influence of health and family benefits on parenting decisions
71%
of American adults considered having a fulfilling career as extremely or very important for a fulfilling life in 2023.1
38%
of adults under 50 who are unlikely to have kids attribute their decision to the inability to afford to raise a child.2
22%
of women of reproductive age who report needing fertility services were not able to obtain these services due to cost or lack of coverage.3
Strategy two
Connect with the new pressures of family building and how they impact well-being
Employees have strong positive associations with the topic of family forming.
While sentiment may be positive, employees face several internal and external challenges when it comes to family building, including:
- Financial preparedness
- Personal readiness
- Societal and familial expectations
- Complex emotions
- Managing major transitions
The concern is valid. The average cost of raising a child from birth to the age of 17 has risen by 42% during 2011-2023.4 Child care alone has risen 22% from 2020 to 2024,5 and the actual dollar amount can vary greatly from state to state. Regardless of location, child care is the highest expense, followed by additional housing and food costs.
64% of employees
agree they take current economic conditions – such as inflation, job security, cost of living – into account when making decisions about starting or expanding family.
The most notable impact is the financial strain of today’s family-building process. According to the study results, it’s a major concern for employees, particularly younger generations.
Nearly 2 in 5 (39%) employees are negatively impacted financially by the pressures of family building.
Negative impact of family-building pressures on various aspects of well-being
Strategy three
Consider nuanced generational differences
Employers should tailor benefits to meet the specific needs of different generations, acknowledging that Gen Z and millennials prioritize inclusive benefits.
Paid sick days for family care is the #1 family-building benefit for each generation. View the top 10 list by generation.
Importance of family-building benefits in workplace by generation
Strategy four
Address gaps between employee needs and offerings
Significant gaps exist between what employees want and what employers currently offer, leading to frustration and dissatisfaction.
As employers think about what’s next in benefits, what they might want to add to their programs and what resources are apt to be used, there are a number of often unacknowledged, emerging employee needs to consider.
Employers should be aware that:
Infertility affects 1 in 6 people
at some stage in their lives, globally.6 Employees are already navigating a family-building journey.
The rise of caregiving and elder care needs: The “sandwich generation” is growing and there is a significant increase in caregiving demand for adults aged 50-64.
Strategy five
Amplify communication and education
When employees were asked what experiences drive satisfaction and what increases dissatisfaction, effective communication had the lowest and highest scores, respectively.
| Experience with current employer | Satisfaction | Dissatisfaction |
|---|---|---|
| Supportive workplace culture | 68% | 9% |
| Inclusive family-building policies | 66% | 8% |
| Opportunities for employee feedback on benefits | 63% | 15% |
| Educational opportunities on family-building policies | 60% | 11% |
| Access to external partners and resources | 60% | 11% |
| Effective communication of benefits | 59% | 15% |
Access is also a point of contention
13% of employees
have experienced challenges accessing family-building benefits. Why?
- Some necessary benefits (e.g., fertility treatments, childcare options) aren’t available at their organization
- While some benefits are available, they’re insufficient (i.e., unpaid maternity leave, short leave times)
- Long waiting periods for approval
- Confusing or complicated eligibility requirements
- Insurance policies don’t cover what they need
What's next for employers?
Workplace benefit offerings, including family-building support, can be a top driver of selecting and staying with an employer. Progressive employers have taken notice.
73% of millennials
are more likely to stay with an employer based on family-building benefits.
75% of Gen Z
are more likely to choose an employer based on family-building benefits.
Watchlist of family-building benefits
Family-building benefits must continue to evolve and become more comprehensive and inclusive, enhancing employee well-being, balanced across a number of contemporary dimensions.
Employer-provided benefits typically fall into five main categories:
- Fertility and reproductive health
- Adoption and surrogacy
- Family leave benefits
- Contraception and birth control
- Childcare support and services
How to stay ahead
- Embrace a holistic approach that addresses the diverse needs of employees, including fertility, adoption, child care, mental health and elder care, with a focus on flexibility and inclusivity
- Conduct regular needs assessments and invest in benefits that align with employee priorities (paid sick leave, flexible schedules, eldercare, etc.)
- Provide financial planning assistance and benefits that alleviate financial stress, especially in uncertain economic times
- Expand benefit offerings to include support for elder care, recognizing the growing needs of employees caring for both children and aging parents
- Stay on top of changing rules and regulations to ensure compliance and avoid legal issues
- Promote your commitment to inclusive family-building benefits to attract and retain top talent
- Invest in ongoing, two-way, accessible communication strategies and educational opportunities to ensure employees not only understand but also utilize available resources
It’s clear that investing in family-building benefits is good for employees. More importantly for employers, it’s also a critical business strategy for attracting and retaining talent for long-term collective success.
Learn about our benefits
Supplemental health benefits like critical illness insurance and hospital indemnity insurance can play a crucial role in an employer family-building benefits package.
See more research
Read studies conducted by Securian Financial that include data on caregivers in the workplace9 and mental wellness benefits.10
1. Based on Pew Research Survey (2023) of 5,073 U.S. adults, April 2023.
2. Based on Pew Research on the experiences of U.S. adults who don’t have children, conducted during April 29-May 19, 2024.
3. Based on findings from the 2024 KFF women’s health survey conducted during May 13-June 18, 2024.
4. Data based on estimates by USDA, January 2024.
5. Data from the Bureau of Labor Statistics’ Consumer Price Index for All Urban Consumers (CPI-U). September 2024. Overall economic conditions coupled with financial constraints compound to strongly influence employees’ family-building decisions. Many progressive and responsive employers provide financial support to address this reality, in addition to assistance with fertility treatments, adoption, child care and financial planning.
6. Infertility prevalence estimates (1990–2022) World Health Organization.
7. Progyny's LGBTQ+ Fertility and Family Building Survey, June 2024.
8. National Center for Health Statistics, data for the U.S. (data are for 2015-2019), cdc.gov.
9. Securian Financial’s Caregivers in the workplace study, 2024.
10. Securian Financial’s Mental Wellness benefits study, 2023.
All other statistics cited are from Securian Financial’s Future of Family: Why family-building benefits are essential to engage tomorrow’s workforce study, 2025. Study/survey participants were compensated for their time.
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