At a time when women are exiting the creative industries en masse, it's clear that something must be done to create better structures. Structures in which all talent can thrive, people can progress, and caring responsibilities do not hinder progression. 

At the Parental Guidance event, hosted at the IPA, industry leaders gathered to discuss the parenthood penalty and to consider how adland can better support people with children. The event shone a light on the Parental Guidance mentoring scheme fronted by agency Leo’s and supported by NABS, The IPA and Matri.

Already at 110 sign-ups, the Parental Guidance mentoring scheme has been designed to push the industry to do better and hold on to talent. 

Creating the conditions for change

The most recent IPA Census shows small progress when it comes to gender equality. For the first time, women now hold more than 40% of C-suite roles, accounting for 40.8% of senior positions. Making the industry well placed to make change. 

Despite this, just 6% of the industry are in part-time roles, the majority of which are choosing to work part-time because of childcare responsibilities. In an always-on, full-time, demanding sector, part time workers are squeezed. In tandem with the fact that traditional family set-ups are changing, and intersectionality in leadership is low, people are searching for places to turn to with their unique challenges. 

The Parental Guidance mentoring scheme matches mentors and mentees based on experience and family circumstances. Designed for ambitious parents who wish to build both a family and a career, the scheme helps show what is possible by connecting parents with other professionals who’ve successfully navigated the juggle.

Louise Scodie, Broadcaster and Journalist at NABS and Sophie Maunder, Founder and CEO at Matri Coaching, discussed the importance of mentorship and shared how to get the most out of a mentoring relationship.

“We should be able to be passionate about parenthood and work,” Sophie Maunder, Founder and CEO at Matri Coaching, explained, adding: “Mentoring is providing the space and time to listen.”

Rather than providing solutions or answers, mentorship is about offering experiences, asking questions and approaching situations with empathy. Encouraging participants to approach mentoring as working sessions with proper objectives, Maunder added: “It’s about giving the confidence to be able to do it and hold on through chaotic years.”

A panel session hosted by Nicola Kemp, Editorial Director at Creativebrief, saw Carly Avener, CEO at Leo UK, Josh Harris, CEO at Neverland, Jonny Tennant-Price, Managing Director at Grey London and Louise Scodie, Broadcaster and Journalist at NABS share their own experiences of parenthood to help build a better industry for working parents. 

Good is good enough

While there is no right or wrong time in your career to become a parent, Carly Avener, CEO at Leo UK, candidly shared that her fertility journey meant she had children at a time in her career she did not expect. We might feel that we are in control at work, when it comes to family some things are beyond our control 

“Building a career is tough, and parenting is tough, but both together is hard,” shared Jonny Tennant-Price, Managing Director at Grey London, adding: “The juggle is really difficult”. 

Tennant-Price shared the practical advice of trying to decide when to be a parent and when to be at work, and not always trying to be both at once. Noting that this is often easier said than done he urged people to be kind to themselves. “Trying your best is good enough,” he says.

At NABS, Louise Scodie, Broadcaster and Journalist, shared that at a turbulent time for the industry many parents feel their issues are exacerbated by having children. She shared that ‘challenges are exacerbated for people with children with challenges or neurodivergence’ who spend lots of emotion advocating for their children, and that ‘single parents carry an extra load not always considered by employers’. She seconded the notion that ‘good is good enough’. 

Gains, not losses 

While becoming a parent can often cause a loss of confidence in the workplace, Nicola Kemp, Editorial Director at Creativebrief, shared that ‘motherhood made me better at my job’. 

Having children can actually be a competitive edge in the workplace. Avener shared that having her daughter gave her more ambition to achieve and be a provider for her. She also found that becoming a parent taught her leadership skills and an insight into people and relationships that help her to perform better in her role as CEO.

While parenthood teaches new skills, Scodie added that it’s also ‘ok to tread water.’ She explained: “There’s no pressure to be amazing from day one,” she added. Whilst it's important to be honest about what can be gained from parenthood, it is also important to talk about parental experiences and acknowledge that some days can be tougher.

Smashing stereotypes 

In an industry that so often holds up a mirror to society, we also have a responsibility to challenge stereotypes and push for better. Tennant-Price spoke on the importance of representing parenthood and modern fathers responsibly in the work, as well as at work. “We can’t level up women and mums without levelling up dads,” he says.

Both Harris and Tennant-Price urged leaders to lead by example when it comes to fatherhood. Be open about being a parent, willing to talk and take up policies. While Scodie pointed out that there is often a gap between policy and practice, A truth which places the onus on the industry to help build a society that genuinely champions equal caring responsibilities. 

Changing culture is not an overnight task, and still, parenting decisions are often made due to external structures and practical factors. Everyone’s journey is unique, but Kemp reassured the audience that most of the challenges you face are ones others have faced as well. Having people to turn to and speak to is important.

While Scodie added that parents are no strangers to unsolicited advice, it's ok to pick and choose. “Not all advice is for you,” she added. 

By being open and honest with one another and unafraid to have difficult conversations, we can help shape an industry where all parents succeed at home and in the workplace.