Fertility in society is declining among men and women for a variety of reasons. Now, new studies show that Gen Z – more than any other generation before – is concerned about their own fertility. At the same time, offering fertility & family building benefits is also increasingly important to this generation when choosing an employer.

By introducing fertility benefits, companies can consciously promote diversity within the organisation. Not only do they support women (and couples) in a difficult phase of life through fertility benefits, but rainbow families also benefit disproportionately from this benefit. In this article, we explain why.