Family-friendly Certification of Enterprises : Marketing Hype or Real Change?

Studienarbeit aus dem Jahr 2013 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Fachhochschule Amberg-Weiden, Sprache: Deutsch, Abstract: Work-life balance or also called life-domains balance is the challenge to balance life and work at the same time. The "Rush-Hour of Life" is the stage of life when young people finish their education and are about to enter the labor market but also want to have a family or work on their relationship. Balancing several life domains like work, education, family, personal interests or the social life might cause issues and stress. Especially with families in who the man and the woman are both focused on their careers but also don't want to neglect or spend less time with their children or friends and family. In that stage of life it's optimal to work on a successful career but it also might be the perfect time to have children. A lot of changes like the increase of women's participation in the labor market and the force to be flexible at work and available 24/7 due to the globalization of markets influence the decision. Gender differences in life-domains balance are shown in the fact that women deal with more family-to-job and job-to-family conflicts than men. These conflicts indicate stress and lead to the major issue of having less to no children in most European countries. As this being a societal issue, there is a need for structural measures like public childcare, financial measures like child-related subsidies or attitude-related measures like promoting the high value of children and multi-children families for our society.