Three weeks ago, the Government of Finland announced it is granting equal paid parental leave to both partners, whether or not they are giving birth. As of 2021, each parent will be able to take 164 days off, adding up to a combined total of 14 months. A parent can also elect to transfer up to 69 days from their own allowance to their partner. In addition, the pregnant parent will receive a month’s paid leave to use before the start of the paid parental leave. The policy applies for heterosexual, same-sex and single parents and will cost the government about EUR 100 million (USD 108 million).
Great move, Finland! Here are two takeaways:
👉 NEW NORMAL. In many countries around the world, rising numbers of people are liberating themselves from outdated gender norms, and embracing lifestyles and attitudes of their own choosing. And that includes dispensing with old, gendered expectations when it comes to family roles and parenting. Back in January Finland’s prime minister, Sanna Marin said too few fathers were taking time off to spend with their new children, and that reform was needed. Moves such as this will fuel expectations that all organizations commit to the NEW NORMAL: how can your offerings, and internal policies, change to support a more diverse range of lifestyles, relationships and family units?
👉 LEGISLATIVE BRANDS. This is an example of a government taking action on the NEW NORMAL. But as featured in our Future of Purpose Premium report, rising numbers of consumers will welcome brands who call for, or even impose, laws that drive constructive change. Last year Volvo passed a similar gender-neutral paternity leave policy for employees, which it says is more generous and inclusive than that of any other brand in the industry and even more so than Sweden’s national legislation. So whether you are looking to step in where the government is lacking or take progressive legislation even further, listen to those around you (consumers, communities, stakeholder groups) and be sure you’re acting on a shared vision.
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