The Ad Industry Is Failing Caregivers. Here's How It Can Do Better

Brands and agencies can help their people balance the competing demands of work and family

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From the well-meaning but hapless skateboarding foster dad depicted by British retailer John Lewis in its 2022 Christmas ad to the unconventional moms spotlighted in Johnson’s “The Other Mothers” spot, advertising has come a long way in representing the personal issues of modern families.

For the people making those ads, it’s a different picture behind the scenes though. Many marketers feel employers discriminate against them based on family status.

We’re not just talking about moms and dads either.

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